Sponsorship Rate Calculator

Price a sponsorship from the audience it delivers and a target cost per thousand impressions.

About Sponsorship Rate Calculator

Sponsorships are usually negotiated as a lump sum, which makes them hard to compare with bought media. Converting the audience into impressions and applying a CPM puts the two on the same basis before any premium for relevance. A sponsorship priced far above the CPM its audience justifies needs an explicit strategic reason, and this makes the size of that premium visible.

Formula

Sponsorship Rate

Fee = audience × exposures ÷ 1,000 × target CPM, plus a fit premium

fit premium: Uplift justified by audience relevance and category exclusivity

Worked example

With the default values below, Sponsorship Rate Calculator returns Suggested Sponsorship Fee of $4,752.00. Change any input above and every figure here is recalculated in your browser.

Inputs used

Audience deliveredminimum 0: 60,000
Exposures per personminimum 0.1 x: 3 x
Target CPMminimum 0: 22
Premium for audience fit and exclusivityaccepts 0–100 %: 20 %

Results

Suggested Sponsorship Fee: $4,752.00
Total Impressions Delivered: 180,000
Fee at the Target CPM: $3,960.00
Premium for Fit and Exclusivity: $792.00
Cost per Person Reached: $0.0792

Step by step

1Values used
2Sponsorship Rate
3Suggested Sponsorship Fee= 4,752.00
4Total Impressions Delivered= 180,000
5Fee at the Target CPM= 3,960.00
6Premium for Fit and Exclusivity= 792.00
7Cost per Person Reached= 0.0792

Assumptions and limits

The result is derived only from the 4 inputs listed above. Anything not among them is not part of the calculation.
In particular, this calculator does not take inflation, tax, fees or charges or compounding frequency into account.
Figures are rounded for display to 4 decimal places, so totals built from several rounded parts can differ slightly from the unrounded arithmetic.
This is an estimate for general information and not professional financial, tax or legal advice. See the full disclaimer for the limits that apply to this kind of calculator.

How these calculators are built and tested is described on the Methodology page. If a figure looks wrong, please report it.

Frequently Asked Questions

How is Sponsorship Rate calculated?

Fee = audience × exposures ÷ 1,000 × target CPM, plus a fit premium Sponsorships are usually negotiated as a lump sum, which makes them hard to compare with bought media. Converting the audience into impressions and applying a CPM puts the two on the same basis before any premium for relevance.

Why does Sponsorship Rate matter?

A sponsorship priced far above the CPM its audience justifies needs an explicit strategic reason, and this makes the size of that premium visible.

What values do I need to enter?

This calculator takes 4 inputs: Audience delivered, Exposures per person, Target CPM, Premium for audience fit and exclusivity. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.