Sponsorship for your podcast is vitally important. It helps you to earn revenue from your show with ease. But how many podcast sponsors can you have for your show? What is the maximum number, and what are the factors that affect this?
Factors That Affect The Number of Podcast Sponsors You Can Have
Numerous factors can determine how many sponsors you can have for your podcast. Here are some of the factors that you might want to consider.
The Length of Your Show
The first thing that you have to consider is how long your episodes are going to be. If you have a short 10-15 weekly minute show, you’ll have less opportunity for sponsors to feature on your show.
Audiences won’t want to have more sponsors than content. So you will have only one or two sponsors per show.
However, for those who have a 45-minute or 60-minute show, you can have more sponsors. You can also charge people different rates for their position in the show. Those ads at the beginning will be heard more often than at the end.
The Cost of Sponsorship
For those looking to earn just enough to cover costs, you can offer lower sponsorship fees to attract more brands. However, it’s important to remember that too many sponsors can hurt the quality of your show.
But as your show becomes more popular, the more you can charge sponsors. Therefore, you can earn more money from the show. And this might be a good long-term plan for your podcast. You can earn less now, get the confidence of your podcast sponsors, and build an audience. As it grows, you can source sponsors that are willing to pay more.
The Niche
Another factor is your niche. If you’re in a small niche, you may need to be more selective about brands who are aligned to you and your audience.
There are many business and finance podcasts, but also numerous brands, such as B2B sellers, that are likely to want to market on those podcasts. Therefore, you should have plenty of sponsorship opportunities.
Delivery of the Sponsors
There are two ways that sponsors are often portrayed on podcasts. One of these is for the podcast host to talk about the sponsor of the show. There are advantages to this strategy, such as being able to integrate the sponsor into the show to make it seem more seamless and natural. It can help with the uptake of the offer and build trust with the audience.
The other option is to use a pre-recorded message that is inserted into the episode and helps to give a natural break into the show that people know. This is similar to how television and radio adverts work.
Frequency of Episodes
Another factor is the frequency of episodes. If you have a very regular schedule, like publishing content daily, you might not have sponsors that can afford or want to be included in every episode. They might want to purchase a spot every two or three days, for instance. Therefore, you will need to have lots more brand sponsors that you can use regularly.
In contrast, if you have an irregular show, then you might not need to have so many sponsors because the number of spaces is less for the budget of the episodes.
Remember that having a conversation with your sponsors is important. How often would they like to appear and what are their expectations?
The Type of Brands
Another factor to consider is who you’re approaching to sponsor your show. There are going to be some brands that aren’t going to want to be featured in the same show. For instance, two fast-food chains are unlikely to be happy about being featured in the same show.
It is something to think about more when you have a smaller niche with fewer potential sponsors. You might need to raise the cost and lower the number of sponsors you want.
However, if you’re in a popular niche that has lots of potential sponsors, then you will be able to seek out more sponsors and offer packages at a more cost-effective rate. You just have to get the balance between several sponsors and the cost of sponsorship right.
FAQs
Is there a maximum number of sponsors you can have?
While there is no maximum number of sponsors, too many can lower the quality.
Can you use a sponsor twice in the same show?
If the sponsor is willing to pay for two spots, then it won’t be a problem if you have a longer show. For instance, a brand might want the first and last sponsor spots to be more memorable.
Can you include email and social media in sponsorship packages?
These extras can help you improve your brand’s proposition and allow you to build a more lucrative show.
Final Word: How Many Podcast Sponsors for Your Show?
If you’re looking for sponsorship for your podcast, consider working with experts, such as those at Produce Your Podcast, to get it right from the beginning. By joining the Sponsorship Circle, you learn how many sponsors you should have for your current show format, and how to secure sponsors and grow your revenue.
Produce Your Podcast is a full-service podcast production, editing, and marketing agency specializing in helping brands launch, grow, and monetize successful podcasts that impact their bottom line. With 30+ years of experience in broadcasting and business development brought to every project we work on, our team of experts is a reliable partner to help you achieve your goals with your show.
Click here to schedule a conversation with our team today and let’s bring your show to life!