Price a sponsorship from the audience it delivers and a target cost per thousand impressions.
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.
Sponsorship Rate
Fee = audience × exposures ÷ 1,000 × target CPM, plus a fit premium
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.
A sponsorship priced far above the CPM its audience justifies needs an explicit strategic reason, and this makes the size of that premium visible.
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.