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You can do some quick estimates of ad revenue. (TLDR: their ad revenue likely crushes their Patreon by at least 5x.) The article says they get between 50,000

You can do some quick estimates of ad revenue. (TLDR: their ad revenue likely crushes their Patreon by at least 5x.) The article says they get between 50,000 and 140,000 listeners per episode. They publish 5 shows a week. Episodes start with a 10 second pre-roll, 90 second mid-episode, and 30 second post-roll. The rates calculator at AdvertiseCast [1] suggest industry averages of $6/CPM for the pre-roll, $15/CPM for the mid-episode ad, and $11/CPM for the post-roll. That's $32/CPM total, or $1600 ad revenue. 20 episodes a month at $1600 per episode gets you $32,000/mth in ad revenue. [1] https://www.advertisecast.com/podcast-advertising-rates https://www.advertisecast.com/podcast-advertising-rates Edit: As a bonus, the Entrepreneur On Fire podcast has some similar math about CPM rates for their show, with the hint "now you can see why I love doing a daily show": https://www.eofire.com/podcast-sponsorships/ https://www.eofire.com/podcast-sponsorships/

dogruck 9y ago
How do you get listener stats for a podcast?
- eropple 9y ago
  You can't, but obviously the podcast can, and a major reason why podcasters use third-party sites for hosting (podbean, etc.) is because advertisers trust their metrics. If you share your podbean/libsyn/whatever data with an advertiser, it's more well-regarded than "well, we pulled this out of our butts". The downloads-to-listens ratio is, of course, largely bullshit in one direction or another.
  - SyneRyder 9y ago
    On the downloads-to-listens, Apple is apparently working on that metric for people using their Podcasts app (announced at WWDC 2017). They're considering per-minute tracking, so podcasters can measure if people are skipping over ads, and what percentage of listeners finish the podcast. (If only 50% of listeners finish an episode, then an ad placed at the start will be worth more than one at the end.) https://www.recode.net/2017/6/10/15774936/apple-podcast-analytics-wwdc https://www.recode.net/2017/6/10/15774936/apple-podcast-anal... For other metrics, some podcasts take listener surveys, like the annual TWIT Audience Survey: https://twit.tv/survey https://twit.tv/survey
  - dogruck 9y ago
    I don’t think podcast producers can accurately measure or estimate the number of listeners. The vast majority of podcast listeners download directly from iTunes. There’s simply no data on who actually listens, and how long they listen. My claim is that anyone who claims to have data on podcast listen stats is wrong.

dogruck 9y ago

How do you get listener stats for a podcast?

eropple 9y ago
You can't, but obviously the podcast can, and a major reason why podcasters use third-party sites for hosting (podbean, etc.) is because advertisers trust their metrics. If you share your podbean/libsyn/whatever data with an advertiser, it's more well-regarded than "well, we pulled this out of our butts". The downloads-to-listens ratio is, of course, largely bullshit in one direction or another.
- SyneRyder 9y ago
  On the downloads-to-listens, Apple is apparently working on that metric for people using their Podcasts app (announced at WWDC 2017). They're considering per-minute tracking, so podcasters can measure if people are skipping over ads, and what percentage of listeners finish the podcast. (If only 50% of listeners finish an episode, then an ad placed at the start will be worth more than one at the end.) https://www.recode.net/2017/6/10/15774936/apple-podcast-analytics-wwdc https://www.recode.net/2017/6/10/15774936/apple-podcast-anal... For other metrics, some podcasts take listener surveys, like the annual TWIT Audience Survey: https://twit.tv/survey https://twit.tv/survey
- dogruck 9y ago
  I don’t think podcast producers can accurately measure or estimate the number of listeners. The vast majority of podcast listeners download directly from iTunes. There’s simply no data on who actually listens, and how long they listen. My claim is that anyone who claims to have data on podcast listen stats is wrong.