Pre-Roll vs Mid-Roll vs Post-Roll Podcast Ads Compared
A 25-second pre-roll on a podcast costs about $15 per 1,000 downloads. A mid-roll of up to 60 seconds costs about double that, and a 25-second post-roll about $101. Same show, same episode, and the price can triple depending on where your ad sits.
This page compares the three podcast ad placements side by side. You'll see what each costs, how long each runs, how crowded ad breaks have become, which slot fits which goal, and exactly what to write in the order so you get the slot you paid for.
Facts and prices checked November 11, 2026. See something wrong? Tell us.
Key takeaways
- A pre-roll plays at the start of a podcast episode, a mid-roll plays inside the body of the episode, and a post-roll plays at the end.
- Influencer Marketing Hub prices a 25-second pre-roll at about $15 CPM, a mid-roll of up to 60 seconds at about double, and a 25-second post-roll at about $10.
- Mid-rolls were 55% of podcast ads in Q3 2025, pre-rolls 29% and post-rolls 16%, according to Magellan AI data reported by PPC Land.
- Average podcast ad load was 8.75% of episode time in Q2 2026, up from 8.24% in Q1 2026, per Magellan AI.
- A 20,000-download show at a $30 mid-roll CPM costs $600 per read, while a $15 pre-roll on the same show costs $300.
The three podcast ad placements
Every podcast episode has a few spots where ads can go. The industry calls them insertion points2. There are three.
- Pre-roll. An ad placed within the first 10% of an episode, usually before the show starts2.
- Mid-roll. An ad inside the body of the content, after the intro and before the outro2. Long episodes can have more than one mid-roll break.
- Post-roll. An ad placed within the last 10% of the episode, usually after the show ends2.
Any of the three can be a host read, an announcer read or a produced spot. Placement tells you where the ad sits. Format tells you who reads it. Our guide to host-read podcast ads covers format, and the sponsorship glossary defines every other term you'll see on a rate card.
One more thing to know. Most ads now go into these slots by dynamic insertion. The show marks the slots once, and an ad server fills them at download time. That's why you can ask for a slot by name, even on a show that's been running for years.
What each placement costs
Podcast ads are sold by CPM, the cost per 1,000 downloads. Published rates differ by source, but the order never changes. Mid-roll costs most. Post-roll costs least.
| Placement | Typical length | CPM range | Listener attention | Best for | Source |
|---|---|---|---|---|---|
| Pre-roll | About 25 to 30 seconds | $15 to $25 (host-read) | Catches everyone who presses play | Awareness, short offers, brand recall | ADOPTER3, IMH1 |
| Pre-roll, 30 seconds | 30 seconds | $18 to $25 | Same as above | Simple offers with one URL | Ad Results Media via Podder4 |
| Mid-roll | Up to 60 to 90 seconds | $15 to $30 (host-read) | Listeners already settled in the show | Direct response and host endorsements | ADOPTER3, IMH1 |
| Mid-roll, 60-second host read | 60 seconds | $25 to $40 | Same as above | Product stories and promo codes | Ad Results Media via Podder4 |
| Post-roll | About 25 to 30 seconds | $5 to $10 | Only people who finish the episode | Cheap reminders and extra frequency | ADOPTER3 |
| Post-roll | Not stated | $10 to $15 | Same as above | Add-on to a mid-roll buy | Ad Results Media via Podder4 |
The "listener attention" column is a plain reading of where each slot sits, not a measured score. No public study we found measures attention by slot.
The arithmetic on one show
Say a show gets 20,000 downloads per episode. Here is the math with the Influencer Marketing Hub figures1.
- Pre-roll at $15 CPM is 20 x $15, or $300.
- Mid-roll at about $30 CPM is 20 x $30, or $600.
- Post-roll at $10 CPM is 20 x $10, or $200.
So a full pre, mid and post package on that show lists at about $1,100 an episode, though shows usually discount a three-slot package rather than price it as the sum of its parts5. Most buyers start with the mid-roll alone, then add a pre-roll mention once the read is working. For full rate tables by show size, see our guide to podcast advertising rates and CPM benchmarks.
Why mid-roll carries most of the money
Mid-roll is the default slot for a reason. By the middle of an episode, the people still listening chose to stay. The host is warmed up. A read there sounds like part of the show.
Buyers act like it. Mid-roll placements were 55% of podcast ads in Q3 2025, pre-roll 29% and post-roll 16%6. In older IAB revenue data, mid-roll spots took 76% of US podcast ad revenue in 20207. Brands buying podcasts for the first time lean the same way. In Q3 2025, 1,689 brands advertised on podcasts for the first time, and their most common placement was a mid-roll averaging about 49 seconds6.
One 2026 buying guide sums up the practice. Mid-roll generally outperforms pre-roll and post-roll, and buyers should avoid stacked pre-roll breaks and repeated inserted ads8.
When pre-roll wins
Pre-roll isn't a bad slot. Everyone who presses play hears it, including people who drop off early. It's cheaper, so it's good for a short brand mention or a quick offer. Libsyn's sample plans pair a 10-second pre-roll shout-out with a 60-second mid-roll, which gives you an early name check and a full read later9.
When post-roll makes sense
Post-roll reaches only the people who finish the episode. That's a smaller group, which is why it's the cheapest slot1. Use it as a low-cost reminder after a mid-roll, never as your main test. If a show offers post-roll as a "bonus," take it, but don't pay mid-roll prices for it.
How small shows price each slot
Big shows quote CPMs. Many small shows quote a flat fee per placement instead, because their download counts are low and they want a simple number. Here is one published set of typical ranges for a host-read placement, based on downloads in an episode's first 30 days5.
- Under 1,000 downloads, about $15 to $50 per placement.
- 1,000 to 5,000 downloads, about $25 to $220.
- 5,000 to 20,000 downloads, about $100 to $800.
- 20,000 to 100,000 downloads, about $400 to $3,500.
The same source gives a handy rule for slots. Pre-roll usually sells for about two-thirds of the mid-roll rate, and post-roll for about half5. So if a host quotes $300 for a mid-roll, expect about $200 for a pre-roll and about $150 for a post-roll. If the quote is far off that, ask why.
Those ranges are wide on purpose. The source calls them a typical industry range, worked out from CPMs, not prices it saw paid5. A show about business software with 3,000 listeners can charge more than a comedy show with 10,000, because each listener is worth more to the advertiser.
Flat fee vs CPM, and why it matters for placement
A flat fee for a baked-in read is usually set from the average downloads an episode gets in its first 30 to 90 days. Anything above that is a bonus for you3. An inserted ad is usually priced by CPM on the impressions actually served, up to your budget3. That changes your effective price. A $20 CPM buy that delivers twice the expected downloads works out to an effective $10 CPM3. When you compare a flat-fee mid-roll with a CPM pre-roll, convert both to cost per 1,000 actual downloads first.
Ad load and clutter
Ad load is how much of an episode is ads. It's rising. Magellan AI measured an average ad load of 8.11% in Q2 2025 and 8.34% in Q3 20256. It hit 8.79% in Q4 2025 and fell to 8.24% in Q1 202610. Then it climbed again to 8.75% in Q2 202611.
Short episodes are the most crowded. In Q3 2025, episodes under 15 minutes averaged 20.1% ad load. Episodes of 15 to 30 minutes averaged 12.9%. Episodes of 30 to 60 minutes, the biggest group, averaged 9.9%. Episodes over 60 minutes averaged 6.7%6.
Why you should care. If your 60-second read is the fourth ad in a row, the listener is reaching for the skip button. Being the first or only ad in a break is worth more than the slot name alone.
What to ask a show
- How many ads run in a typical mid-roll break?
- Will my read be first in the break, or the only ad?
- How many total ads run per episode?
- Do you block competitors in my category during my flight?
Small and mid-size independent shows often run one or two sponsors per episode. You can only find that out by asking the host. That's easy when you have their email, and slow when you have to dig for it show by show.
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Ad length options and what they cost
Most podcast ads come in four lengths. Here's what each is good for and what it costs.
- 10 to 15 seconds. A shout-out. Your name, one line and a URL. Libsyn counts about 23 words for 10 seconds9. Good as a pre-roll add-on.
- 30 seconds. The most common length, at 36% of ads in Q3 20256. About 70 words9. Industry average CPM is about $18, with a range of $15 to $181. The Libsyn Ads rate card puts it at $18 to $224.
- 60 seconds. The standard host-read mid-roll. About 140 words9. Industry average CPM is about $25, with a range of $25 to $30 and as much as $401. The Libsyn Ads rate card puts it at $24 to $264.
- 90 seconds. Some shows sell mid-rolls of up to 90 seconds1. These give the host room for a story. Price is usually negotiated per show.
The math on length
On a show with 10,000 listeners, one 30-second spot at the industry average costs about $180, and one 60-second spot costs about $2501. So doubling the length costs about 39% more, not 100% more. For a host read, the extra 30 seconds is usually the best deal on the rate card. It's the time the host needs to tell a real story.
Note that self-serve audio tools often cap length. Spotify's ad tool requires audio ads of 30 seconds or less12. If you want a 60-second host story, you'll be buying it from the show.
Which placement for which goal
Match the slot to the job.
| Goal | Best placement | Length | Why |
|---|---|---|---|
| Sales, sign-ups, app installs | Mid-roll host read | 60 seconds | Engaged listeners and room for an offer and code |
| Launch awareness | Pre-roll plus mid-roll | 15 plus 60 seconds | Early name check, then the full story9 |
| Cheap reach on a tight budget | Pre-roll | 30 seconds | Everyone who presses play hears it, at a lower CPM1 |
| Reminder and frequency | Post-roll | 15 to 30 seconds | Lowest CPM, reaches loyal finishers3 |
| Deep product story | Mid-roll host read | 90 seconds | Host has time to share real use1 |
For a first test, buy the mid-roll. It's where most brands start, and it gives you the cleanest read on whether a show's listeners buy. Once a show proves out, add a pre-roll mention for frequency. Magellan AI suggests testing 3 to 4 episodes per show over 7 to 10 weeks, about one drop every three weeks13.
If you also sponsor YouTube, the logic carries over. A full segment in the middle of a video works like a mid-roll. Our guide to YouTube integrations vs dedicated videos covers the video side.
How to lock in your placement in the order
A slot you didn't write down is a slot you might not get. Put placement in the insertion order, the signed agreement that covers every term of the buy2.
What to write
- Placement. "Mid-roll, first position in the break." If you only write "mid-roll," you may land fourth in a stack.
- Length. "60-second host read." Note whether the host may run long.
- Episodes and dates. The number of episodes and each drop date, or the start and stop dates for an inserted ad2.
- Baked-in or inserted. Say whether the read lives in the episode file forever or is inserted per download. Our guide to baked-in vs dynamic ad insertion explains the trade.
- Category exclusivity. No competing brand in your category during the flight.
- Makegood. What you get if the ad misses the terms, such as extra spots or money back2.
- Proof. A link or audio file of each aired read, so you can check the slot, the code and the disclosure.
Pricing usually depends on downloads counted 7 to 30 days after an episode is published8. Ask which window the show uses, and get it in writing.
Common mistakes with podcast ad placement
Paying mid-roll prices for a stacked break
A mid-roll that's fifth in a run of ads is not the same product as a mid-roll that stands alone. Ask how many ads run per break before you pay.
Buying post-roll as your test
Post-roll is cheap because fewer people hear it. If your test fails, you won't know whether the show was wrong or the slot was. Test in mid-roll first.
Cramming a long message into 30 seconds
At about 70 words for 30 seconds9, you have room for a name, one benefit and a URL. If you need a story and a promo code, buy 60 seconds.
Ignoring episode length
A 12-minute show with three ads has far more clutter than a 75-minute show with three ads. Recall the Magellan AI split, 20.1% ad load for episodes under 15 minutes against 6.7% for episodes over an hour6.
Judging on one drop
One episode is too little data. Book a run of episodes per show before you decide13.
Ask the host for a mid-roll today
The best mid-roll deals come from talking to the host. You can ask for first position, a 60-second read and category exclusivity in one email. Media List helps you send that email to the right shows.
- Find shows in your niche. Media List has 1.2 million podcasts with contact emails, with filters for category, country and language.
- See the host contact. Each podcast shows who to contact. Emails unlock from your plan's allowance, no bot checks.
- Save a shortlist. Put the shows you want to test in one saved list.
- Ask for mid-roll in the first email. On Professional, use the built-in email campaigns to ask every host for the price of a 60-second mid-roll in first position, how many ads run per break and open dates.
- Add YouTube channels. The same plan covers 189,000+ YouTube channels with contact emails.
Media List doesn't sell ad slots or show download numbers. It gets you to the person who does. For the full buying process, start with our podcast advertising guide.
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Questions, answered
What is a mid-roll ad?
A mid-roll ad plays inside the body of a podcast episode, after the intro and before the outro. It is usually the most expensive slot because listeners are already engaged. Mid-rolls were 55% of podcast ads in Q3 2025.
What is a pre-roll ad on a podcast?
A pre-roll ad plays within the first 10% of an episode, usually before the show starts. It reaches everyone who presses play and costs less than a mid-roll, about $15 CPM for a 25-second spot in Influencer Marketing Hub figures.
How much more does a mid-roll cost than a pre-roll?
About double in figures published by Influencer Marketing Hub. A 25-second pre-roll is about $15 CPM and a mid-roll of up to 60 seconds is about twice that. On a 20,000-download show that is about $300 versus $600.
Are post-roll ads worth it?
Only as an add-on. Post-roll reaches just the people who finish the episode, so it is the cheapest slot at about $5 to $15 CPM. Use it for a reminder after a mid-roll, not as your main test.
How long is a typical podcast ad?
Thirty seconds is the most common length, at 36% of ads in Q3 2025. Host-read mid-rolls usually run about 60 seconds, and some shows sell up to 90. A 30-second read fits about 70 words and a 60-second read about 140.
How many ads are in a podcast episode?
It varies by show. Magellan AI measured average ad load at 8.75% of episode time in Q2 2026. Short episodes are most crowded, with episodes under 15 minutes averaging 20.1% ad load in Q3 2025.
Can I choose where my ad plays in the episode?
Yes. Ask for the slot by name and put it in the insertion order, for example mid-roll in first position. Also write down the length, episode dates, exclusivity and makegood terms.
Related guides
- Podcast Advertising Guide for Brands Buying Direct in 2026
- Podcast Advertising Rates and CPM Benchmarks in 2026
- How Much Does It Cost to Advertise on a Podcast
- Podcast Database and Contact List for Advertisers
- Podcast Ad Agency vs Marketplace vs Buying Direct From Hosts
Sources
- Influencer Marketing Hub, A Full Guide to Podcast Sponsorship and Ad Rates (Jul 7, 2026), checked 2026-11-11
- Sounds Profitable, Podcast Industry Glossary, checked 2026-11-11
- ADOPTER Media, Podcast advertising rates and CPM costs by format (updated Oct 1, 2026), checked 2026-11-11
- Podder, Podcast CPM benchmarks by format and placement (Aug 13, 2026), checked 2026-11-11
- CastFox, Podcast sponsorship rates by audience size 2026 (Oct 14, 2026), checked 2026-11-11
- PPC Land, Podcast advertising spending surges 26% as gaming leads growth, Magellan AI Q3 2025 (Nov 9, 2025), checked 2026-11-11
- IAB, U.S. podcast ad revenues grew 19% in 2020 (May 12, 2021), checked 2026-11-11
- Influencer Marketing Hub, How to Buy Podcast Ads in 2026 (May 27, 2026), checked 2026-11-11
- Libsyn Ads, How to run a successful podcast advertising campaign, checked 2026-11-11
- Magellan AI, Podcast Advertising Benchmarks Q1 2026, checked 2026-11-11
- Magellan AI, Podcast Advertising Benchmarks Q2 2026, checked 2026-11-11
- Spotify Ads Help Center, Streams objective onboarding guide US, checked 2026-11-11
- Magellan AI, How to find profitable podcast sponsorships, checked 2026-11-11
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