Work out the cost per thousand listeners of a podcast placement from spend and downloads.
Dividing spend by the number of listens gives the unit economics of the channel scaled to a per-thousand basis as the metric is conventionally quoted. The reciprocal — listens delivered per unit of currency — is shown alongside, because that is the figure to maximise when a budget is fixed. Unit cost is the only number that lets you compare channels with wildly different budgets, and it is the input every bid and budget decision ultimately rests on.
Podcast CPM
Podcast CPM = Podcast placement cost ÷ Downloads or listens × 1,000
Podcast CPM = Podcast placement cost ÷ Downloads or listens × 1,000 Dividing spend by the number of listens gives the unit economics of the channel scaled to a per-thousand basis as the metric is conventionally quoted. The reciprocal — listens delivered per unit of currency — is shown alongside, because that is the figure to maximise when a budget is fixed.
Unit cost is the only number that lets you compare channels with wildly different budgets, and it is the input every bid and budget decision ultimately rests on.
This calculator takes 2 inputs: Podcast placement cost, Downloads or listens. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.