Use CPM as a baseline, not a ceiling
Start with average downloads in the first 30 days and multiply downloads in thousands by a reasonable CPM. Host-read mid-roll placements usually justify a higher rate than short pre-roll or post-roll mentions.
The baseline is useful for consistency, but it does not capture every source of value.
Adjust for audience fit and deliverables
A tightly defined audience can be more valuable than a larger general audience. Increase the package when a sponsor receives newsletter placement, social distribution, category exclusivity, or usage rights.
Discount multi-episode commitments carefully. A longer campaign improves learning and retention, but your rate should still cover production, reporting, and opportunity cost.
Present one clear package
Give sponsors a recommended option with the placement, episode count, included channels, total price, and reporting schedule. Clear packages are easier to approve than an open-ended menu.
Use the sponsorship rate calculator to create a starting point, then document the assumptions in your proposal.