eslpod
Nov 4th, 2005, 12:42 PM
Business Week has an interesting article on advertising in podcasting:
http://www.businessweek.com/magazine/content/05_46/b3959131.htm
There are some figures thrown around in the article, but it isn't clear if or how the reporter is distinguishing between downloads and listeners. KCRW is said to be getting 100,000 downloads per week. Is this for one of their podcasts? All of them? One episode of a single podcast? Multiple episodes of a single episode? Perhaps I'm misreading this, but clearly how a "listener" is counted is an important issue when ad rates are being discussed.
On the one hand, $25 CPM (for listeners? downloads?) was mentioned as a common one for podcast sponsorship. On the other hand, Audi is said to have paid $60,000 for a 6 months sponsorship of a car-related podcast plus ads on the website. The podcast received a total of 150,000 downloads during that period. So that’s 40 cents per download, or $400 per 1,000 downloads, if I’m doing the math correctly here (Of course, not all $60K was for the podcast, as they get website ads as well.)
This podcast (Autoblog) has had 16 shows so far, so if we divide 150,000 by 16 we get a per episode download of about 9,300. That’s pretty good, judging from the stats on those podcasts which go through Feedburner and make their circulation stats public. If the full $60K were for the podcasts alone, that would be $3750 for each episode. But these figures are vastly more than the $25 CPM that is mentioned. Even if we assume that only half of the $60K could be said to be for the podcast, this is still much more than what the magazine calls “average.â€
I’m not a marketing person, so I’d appreciate any comments/correction on what is said here. Perhaps I’m mucking the whole thing up in my interpretation.
http://www.businessweek.com/magazine/content/05_46/b3959131.htm
There are some figures thrown around in the article, but it isn't clear if or how the reporter is distinguishing between downloads and listeners. KCRW is said to be getting 100,000 downloads per week. Is this for one of their podcasts? All of them? One episode of a single podcast? Multiple episodes of a single episode? Perhaps I'm misreading this, but clearly how a "listener" is counted is an important issue when ad rates are being discussed.
On the one hand, $25 CPM (for listeners? downloads?) was mentioned as a common one for podcast sponsorship. On the other hand, Audi is said to have paid $60,000 for a 6 months sponsorship of a car-related podcast plus ads on the website. The podcast received a total of 150,000 downloads during that period. So that’s 40 cents per download, or $400 per 1,000 downloads, if I’m doing the math correctly here (Of course, not all $60K was for the podcast, as they get website ads as well.)
This podcast (Autoblog) has had 16 shows so far, so if we divide 150,000 by 16 we get a per episode download of about 9,300. That’s pretty good, judging from the stats on those podcasts which go through Feedburner and make their circulation stats public. If the full $60K were for the podcasts alone, that would be $3750 for each episode. But these figures are vastly more than the $25 CPM that is mentioned. Even if we assume that only half of the $60K could be said to be for the podcast, this is still much more than what the magazine calls “average.â€
I’m not a marketing person, so I’d appreciate any comments/correction on what is said here. Perhaps I’m mucking the whole thing up in my interpretation.