What are podcast sponsorships (aka host-reads)?
Host-read sponsorships are native ads voiced by the podcaster, which act as a more personal endorsement for your brand. Sponsorships are purchased on a weekly basis and are served nationally, meaning that everyone who listens to any episode of that podcast in a given week will hear the sponsorship.
Please note you can only purchase sponsorships on shows hosting with Acast. If you want to sponsor a show that is not on Acast, we can help you find a similar option that helps you reach the same audience, just reach out to ads@acast.com to get recommendations.
The Sponsorships Marketplace lets your browse which Acast shows are available for host-reads.
Filters and Search:
Target Market: The country we show weekly listens for. If you select "United Kingdom" you will see the weekly listens for each podcast that are from UK audiences. We default this to your home market.
Categories: Categories can represent the theme of a podcast, and also the type of audience that listens to it. For example - Categories for the show The Ancients include Curious Thinkers, History, and Education & Learning
Availability: Specify what dates you want the sponsorship campaign to run and we will display which podcasts are available to book that week. Most campaigns require a month of lead time.
Show Language: The language in which the podcasts are presented. You can use this to target specific language podcasts in certain countries. For example, you may want to target Spanish-speaking podcasts in the United States. If using the default "Any" setting, you may see a podcast that is in a language different from your selected market, this is because it has listeners in that market (for example, a Swedish-language podcast can show up in the UK market because it has a following there).
Search: Search through podcast titles, show descriptions, and keywords. This is a good way to find a specific show by title.
Show Details:
When you click "View details" for a podcast, you will open a pop-up that provides detailed information about that podcast. This includes:
Booking Calendar: Select the weeks you would like to request to sponsor the show. You can see the price per week and which weeks are available versus booked out. Don't forget to hit "Save & Close" after!
Weekly listens for selected country: The average weekly listens, across all episodes (new & older) for the show
Price per week: This is the estimated minimum spend to book a sponsorship for one week. It takes into account the CPM for the show in the chosen market and the estimated weekly impressions. When you submit a sponsorship proposal, you will receive a media plan that includes the specific CPM and a more exact estimate of weekly impressions.
Audience Crossover: Found a show you love? You can see which other podcasts that show's audience listens to and the size of the weekly audience