How much does it cost to advertise on a podcast?
Member - October 3, 2025
I get this question a lot: “How much does it cost to advertise on a podcast?” My first answer is usually a question in return: “What kind of podcast are you thinking about?” That’s because costs can range from a couple hundred dollars per episode to several thousand — and the difference usually comes down to audience size, engagement, and format.
Traditional Podcast advertising agencies often focus on large shows and quote fixed rates that can be intimidating for small brands. But here’s the trick I learned: you don’t always need the biggest audience. Niche podcasts with smaller but highly engaged listeners can be just as effective — sometimes even more effective — than massive shows. And the best part? They cost a fraction of the big names.
When I first started, I used Podvertise.fm to explore my options. It’s basically a marketplace for podcasts where you can filter by category, country, and language. You can instantly see which podcasts are within your budget, which ones match your audience, and even compare rates without waiting for a sales rep from a traditional Podcast advertising agencies.
The type of ad also impacts cost. Host-read ads usually command higher prices because they tend to convert better. Pre-recorded ads or short sponsorship spots are often cheaper but still work if the audience is relevant.
Another important factor is the length and frequency of the campaign. A one-off ad may be more expensive per episode but is a good test. Longer campaigns often give better results because repeated exposure increases trust and recall.
Honestly, what surprised me most was the flexibility. Even with a modest budget, I could reach highly targeted audiences across multiple shows. That’s why I always recommend skipping the middleman and using Podvertise.fm. It makes the cost clear, gives you full control, and allows you to experiment with different podcasts until you find the sweet spot.
So while there isn’t a single price tag for podcast advertising, the real takeaway is that it’s accessible to brands of all sizes — as long as you focus on targeting the right shows rather than just chasing the biggest numbers.