{"id":3022,"date":"2021-08-12T10:09:48","date_gmt":"2021-08-12T10:09:48","guid":{"rendered":"https:\/\/bunnystudio.com\/blog\/?p=3022"},"modified":"2025-05-26T19:58:39","modified_gmt":"2025-05-26T19:58:39","slug":"how-to-get-podcast-sponsors-and-solve-all-of-your-problems","status":"publish","type":"post","link":"https:\/\/bunnystudio.com\/blog\/how-to-get-podcast-sponsors-and-solve-all-of-your-problems\/","title":{"rendered":"How to Get Podcast Sponsors and Solve All of Your Problems"},"content":{"rendered":"<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">OK, so maybe having podcast sponsors won&#8217;t resolve\u00a0<\/span><em><span data-preserver-spaces=\"true\">all<\/span><\/em><span data-preserver-spaces=\"true\"> of your problems. Sponsorship&#8217;s can, however, dramatically improve your odds of keeping your show going. Considering that it costs money to produce a listenable show, finding <a href=\"https:\/\/bunnystudio.com\/blog\/library\/audio-ads\/podcast-ads-a-smart-way-to-advertise\/\">funding<\/a> should be high on your to-do list.<\/span><\/p>\n<p style=\"text-align: justify;\"><strong>Want to know how to get podcast sponsors? Here are the most common techniques: You can build popularity and try to attract advertisers, boldly approach marketers proactively, or leverage your talent and publishing connections to find branding partners.<\/strong><\/p>\n<p class=\"p1\" style=\"text-align: justify;\">If you prefer to watch a video instead, click here:<\/p>\n<p><iframe title=\"How To Get Podcast Sponsors And Solve All Of Your Problems\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/WO6RB1VuZT0?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/bunnystudio.com\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p style=\"text-align: justify;\">This post has been updated in August 2021.<\/p>\n<h2 style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">How to Get Podcast Sponsors Without Chasing Them Down<\/span><\/h2>\n<p style=\"text-align: justify;\"><strong>Running a podcast is a ton of work. From recording and polishing to publishing and\u00a0<a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/bunnystudio.com\/blog\/monetize-your-podcast-10-lucrative-ways-to-earn-income\/\" target=\"_blank\" rel=\"noopener noreferrer\">monetizing<\/a>, you&#8217;ve got a lot on your plate.<\/strong><\/p>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">You won&#8217;t always have time to hunt for backers. These tried-and-true tactics could help bring that sweet marketing interest to you.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Join a Podcast Network<\/span><\/h3>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Podcast networks are groups of podcasts that work with a single managing company. Although the company might not outright employ all of the hosts, it handles many of the fundamentals, such as distribution and production. For instance,\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.podcastone.com\/podcast-network\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">PodcastOne<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0is notable for managing podcasts on behalf of several celebrities. Another network,\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/headgum.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Headgum<\/span><\/a><span data-preserver-spaces=\"true\">, works with numerous YouTube personalities and comedians.<\/span><\/p>\n<p style=\"text-align: justify;\"><strong>Podcast networks also take on most of the heavy lifting for their partners when it comes to the audio ads. This means they&#8217;ll hook shows up with brands that suit their style and tone. Some may even help you produce the ads in a standardized format. In other words, you&#8217;ll have to do far less work than you might if you went the solo route.<\/strong><\/p>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">The downside to this approach is that you can&#8217;t just waltz into a podcast network&#8217;s office and demand membership. Instead, you&#8217;ll usually have to achieve enough notoriety to catch a publisher&#8217;s attention.\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Hmmm, how can you accomplish this? For starters:<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Publish Your Podcast on a Hosting Network That Grows Your Audience<\/span><\/h3>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Although most novices publish their programs on Apple Podcasts, this shouldn&#8217;t be your entire game plan. It&#8217;s usually wisest to\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.podcastinsights.com\/podcast-distribution-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">distribute your show on multiple venues<\/span><\/a><span data-preserver-spaces=\"true\">. This strategy may increase the size of your listening audience, and that can improve your likelihood of getting sponsors.<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">\u00a0<\/span><strong><span data-preserver-spaces=\"true\">You never know who might be tuning in at any given moment \u2014 or where they prefer to listen.<\/span><\/strong><span data-preserver-spaces=\"true\">\u00a0<strong>Spread your voice across multiple channels to raise your odds of finding a receptive listener. If that listener happens to be a small business owner or brand manager, then you&#8217;ve already done half of the work.<\/strong><\/span><\/p>\n<p style=\"text-align: justify;\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-large wp-image-3644\" src=\"https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/02\/how-to-get-podcast-sponsors_JS_2-1024x341.jpg\" alt=\"finding podcast sponsors radio ads\" width=\"640\" height=\"213\" srcset=\"https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/02\/how-to-get-podcast-sponsors_JS_2-1024x341.jpg 1024w, https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/02\/how-to-get-podcast-sponsors_JS_2-300x100.jpg 300w, https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/02\/how-to-get-podcast-sponsors_JS_2-768x256.jpg 768w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<h3 style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Publish Related Web Content to Increase Your Visibility<\/span><\/h3>\n<p style=\"text-align: justify;\"><strong>Having a multi-channel publishing strategy isn&#8217;t just beneficial for audio content. It can also improve listener retention by establishing you as an authoritative source of information. Advertisers would then see your power to make them look good by association.<\/strong><\/p>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Distributing related web content, such as blogs, can also increase the likelihood that someone might find your podcast via other means. For instance,\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/staceyoniot.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Stacey Higginbotham&#8217;s\u00a0<\/span><em><span data-preserver-spaces=\"true\">Stacey on IoT<\/span><\/em><\/a><span data-preserver-spaces=\"true\"> is well-known among tech-savvy listeners. It&#8217;s also pretty popular with readers who tune in for the hosts&#8217; insights about everything from smart homes to CES conferences. Notably, this show went from a smaller affair to one that routinely accepts sponsorship&#8217;s from major tech companies and now has more than 250 episodes in the tank.<\/span><\/p>\n<h2 style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">How to Get Podcast Sponsors Proactively<\/span><\/h2>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Unsure whether the sit-back-and-wait approach will work for your niche? It isn&#8217;t for everyone, but not to worry. These alternatives may be more appropriate for the go-getter types \u2014 as well as those struggling to get over the initial hump.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Approach a Brand That Might Need Publicity<\/span><\/h3>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Finding brands directly is a smart idea, but it&#8217;s not 100-percent guaranteed. For instance, you might approach a company that simply isn&#8217;t on the market for a podcast sponsorship deal.\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Barring situations like the above, reaching out to companies is usually a good use of your time. In addition to potentially landing you a deal, it can help you learn what to expect from interacting with brands.<\/span><\/p>\n<p style=\"text-align: justify;\"><strong>One good way to raise your likelihood of a successful approach is to do your homework. Before reaching out to a company, find out whether they already sponsor podcasts. If they do, then look into those shows to see how you stack up. If you have far fewer listeners, a less-stellar track record, or only a few episodes, then you might want to put a pin in your outreach plans. In such cases, waiting to get in touch could be the wisest choice.<\/strong><\/p>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">If you discover a brand that doesn&#8217;t seem to sponsor any podcasts, don&#8217;t assume that means they won&#8217;t support yours. After all, podcast ads are widely <a href=\"https:\/\/bunnystudio.com\/blog\/podcast-ads-a-smart-way-to-advertise\/\">recognized as a smart way<\/a> to promote brands. It could just be that they haven&#8217;t found the ideal partner yet, so your inquiry might be highly welcome.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Find a Brand That Sponsors Podcasts in Your Niche<\/span><\/h3>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Another way to minimize wasted time is to target brands that are in your field. For instance, you might not get far with a vegan food company if your show was exclusively about the history of slaughterhouse architecture.<\/span><\/p>\n<p style=\"text-align: justify;\"><strong>In addition to researching the types of services that prospective sponsors offer, always look into their corporate cultures and values. Remember that sponsorship works both ways.\u00a0<span data-preserver-spaces=\"true\">The brands you associate yourself with reflect upon your show.<\/span><\/strong><\/p>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Imagine that you were a big fan of a podcast about world peace and nuclear disarmament. How would you feel about learning that a global defense contractor backed the show? At the very least, you&#8217;d probably seek out an alternative nonviolent listening menu.<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">As this simple case illustrates, associations can work for you or against you as a content creator, so tread cautiously. Also, don&#8217;t be discouraged if you find what seems like an ideal sponsor only to discover that they already back your podcasting competitors. This could still be an opportunity to strike up a partnership \u2014 as long as you bring something new to the table.<\/span><\/p>\n<h2 style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">How to Improve Your Odds of Getting \u2014 and Keeping \u2014 Podcast Sponsors<\/span><\/h2>\n<p style=\"text-align: justify;\"><strong>Brands don&#8217;t really want to sponsor podcasts unless they get some\u00a0<a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/bunnystudio.com\/blog\/podcast-marketing-can-boost-your-business\/\" target=\"_blank\" rel=\"noopener noreferrer\">business value that boosts their profitability<\/a>\u00a0out of the exchange. Fortunately, the standards aren&#8217;t always as high as they are with other types of digital content.<\/strong><\/p>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Sponsorship lenience can manifest in a few ways. For example, since the audience is smaller, your sponsors might not care as much about things like vulgar language as they would when searching for TV shows to advertise on. They&#8217;re also likely to provide their own ads and be more lenient about how you sound \u2014 although having a\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/bunnystudio.com\/blog\/choosing-the-best-narrator-voice-for-audio-and-video\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">good narrator voice<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0won&#8217;t lose you any points.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Put Your Best Work Forward<\/span><\/h3>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Picture yourself in a brand manager&#8217;s position. Now, suppose that some random internet person spams your inbox SHOUTING about how great their show is and asking for a big deal.<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">How do you respond? If you&#8217;re like many marketing managers, you might not even reply. No matter how busy you are, however, you&#8217;re more likely to get back in touch if you can hear a sample of the goods first.<\/span><\/p>\n<p style=\"text-align: justify;\"><strong>As a podcaster, this usually means picking one or two exemplary shows that include your best content. By making it easy for your recipient to get a feel for your work, you can cut through a lot of their resistance.<\/strong><\/p>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">An even more cunning plan might involve cutting up some of your shows into pieces. Create a highlight reel that strings these clips together and reveals the kind of emotive content you have to offer.<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Highlight reels are also particularly helpful when they focus on a single topic that pertains to the brand. If you get a marketer laughing or crying along, then your inquiry might resonate more. You&#8217;ll do even better if you include clips of you reading mid-roll ads, although you might not want to share samples where you&#8217;re advertising on behalf of your target podcast sponsor&#8217;s competitor.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Understand the Arcane Language of Marketing Worth<\/span><\/h3>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Setting fair sponsorship prices can be hard. What should you demand for each audio ad spot? Here are some standard rates provided by <\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/incomeschool.com\/how-to-get-podcast-advertisers\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Income School<\/span><\/a><span data-preserver-spaces=\"true\">:<\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li><span data-preserver-spaces=\"true\">Pre-roll ads typically net you $18.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Mid-roll ads are worth about $23 to $25.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><img decoding=\"async\" class=\"aligncenter size-large wp-image-3642\" src=\"https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/02\/how-to-get-podcast-sponsors_JS_3-1024x341.jpg\" alt=\"how to get podcast sponsors audio ads\" width=\"640\" height=\"213\" srcset=\"https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/02\/how-to-get-podcast-sponsors_JS_3-1024x341.jpg 1024w, https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/02\/how-to-get-podcast-sponsors_JS_3-300x100.jpg 300w, https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/02\/how-to-get-podcast-sponsors_JS_3-768x256.jpg 768w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Bear in mind that these figures are per every 1,000 downloads your show gets in one month. In other words, you might make far more if lots of people tune in. It&#8217;s also worth considering that these rates are significantly higher than\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.theatlantic.com\/business\/archive\/2015\/05\/why-so-many-podcasts-are-brought-to-you-by-squarespace\/392840\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">what you&#8217;d receive as a terrestrial radio host<\/span><\/a><span data-preserver-spaces=\"true\">.<\/span><\/p>\n<p style=\"text-align: justify;\"><strong>The key takeaway here is that you need to price yourself fairly enough to keep advertisers from feeling like you&#8217;re cheating them. Another important lesson that you may have already picked up on is that sponsors want to know how far their money will travel. Sharing your listener statistics is probably a good idea, so include these numbers in your initial approach email.<\/strong><\/p>\n<h3 style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">Improve the Quality of Your Content<\/span><\/h3>\n<p style=\"text-align: justify;\"><strong>We saved this one for last because it&#8217;s the most important.\u00a0Your podcast needs to sound good<em>.<\/em>\u00a0Otherwise, how are you going to convince advertisers that you&#8217;ll make\u00a0<em>them<\/em>\u00a0look good?<\/strong><\/p>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">This doesn&#8217;t mean that you should start practicing your grammar or taking elocution courses. Although these self-improvement strategies probably won&#8217;t hurt, aesthetically pleasing podcast sound goes beyond having a great host. It takes the right recording equipment, engaging pacing, and professional-level audio mastering practices.<\/span><\/p>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">One good strategy for improving the overall sound and feel of your podcasts involves\u00a0<\/span><span data-preserver-spaces=\"true\">hiring a professional voiceover artist<\/span><span data-preserver-spaces=\"true\"> to do your ad reads. In addition to helping you save your vocal cords after hours on the air, this can make your work feel more polished. It could also make things seem easier for brands since they know they&#8217;ll be able to get professional work that meets their tone and sound specifications. You might have even noticed that most big-name shows leave their intros and outros to the experts.<\/span><\/p>\n<h2 style=\"text-align: justify;\"><span data-preserver-spaces=\"true\">You Now Know How to Get Podcast Sponsorship&#8217;s<\/span><\/h2>\n<p style=\"text-align: justify;\"><span data-preserver-spaces=\"true\"><strong>Podcast sponsorship&#8217;s earn content creators significant amounts of money. Even better, you don&#8217;t necessarily have to do all of the hard work yourself \u2014 you might find a network that helps shoulder the burden.<\/strong> As long as you produce an engaging show and are willing to invest in the quality of your content, you can find great marketing partners. Now go out there and create something that people love \u2014 It&#8217;s the surest way to get the ball rolling.<\/span><\/p>\n<blockquote><p><strong>Start your own podcast today with <a href=\"https:\/\/bunnystudio.com\/industry\/podcast?p=mar-acq-con-CTAintext&amp;utm_campaign=ctaintext\">Bunny Studio!\u00a0<\/a><\/strong><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>OK, so maybe having podcast sponsors won&#8217;t resolve\u00a0all of your problems. Sponsorship&#8217;s can, however, dramatically improve your odds of keeping your show going. Considering that it costs money to produce a listenable show, finding funding should be high on your to-do list. Want to know how to get podcast sponsors? Here are the most common [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":3646,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9447],"tags":[22104],"hashtags":[],"class_list":["post-3022","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcast","tag-businesses"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Get Podcast Sponsors and Solve All of Your Problems - Bunny Studio Blog<\/title>\n<meta name=\"description\" content=\"Learn how to get podcast sponsors and conquer the airwaves \u2014 or at least keep the lights on \u2014 with these pointers from Voice Bunny\" \/>\n<meta name=\"robots\" content=\"noindex, nofollow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Get Podcast Sponsors and Solve All of Your Problems - 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