Apps & Tools
Media Kit / Sponsorship One-Sheet Builder
Fill in your stats and rates, preview the one-sheet, and print or save as PDF to send to sponsors.
Your Show / Channel
Audience Stats
Audience Description
Sponsorship Rates
Contact
Preview
Knowledge Base
What Sponsors Actually Look For
A media kit's job is to answer a sponsor's questions before they have to ask (who's the audience, how big and engaged is it, and what does it cost) in the first ten seconds of looking at the page. A one-sheet that buries the numbers or pads the pitch with vague language gets skimmed and forgotten. One that leads with real stats gets forwarded to whoever actually approves the budget.
Numbers Beat Adjectives
"Highly engaged audience" means nothing to a media buyer. A specific engagement rate, a real downloads-per-episode figure, and a concrete audience description (age range, region, interests) is what actually gets compared against other shows they're considering. If a number is genuinely strong, lead with it, don't hedge it in soft language.
Rate Cards Work Better Concrete Than Negotiable
Listing real rates (even as a starting point you're willing to negotiate from) moves a conversation forward faster than "contact us for pricing", sponsors already comparing multiple shows will often skip the ones that make them ask for a number first.
FAQ
Q: What if my numbers are still small?
A: Lead with engagement rate and audience specificity rather than raw size. A small, tightly-defined audience that a brand actually wants to reach is often a stronger pitch than a large, generic one. Niche fit sells better than scale at small numbers.
Q: Should I include past sponsor names?
A: Yes, if you have permission. A short "worked with" list is one of the strongest trust signals on a one-sheet. Don't list a brand without checking they're comfortable being named.
What a sponsor is actually reading for
A sponsor is answering one question: will spending here reach the people they want, at a price making sense against the alternatives. Everything in a one-sheet either helps answer that or gets in the way. Design awards, a long origin story and a mission statement belong on your website rather than here.
Lead with the audience rather than the show. Who listens, what they do, and what they are trying to accomplish matters more than your format or your episode count. A small audience described precisely is easier to sell against than a larger one described vaguely, because a sponsor can tell whether their product fits.
Give real numbers with their definitions attached. Downloads means nothing without a window, since a figure over ninety days and a figure over thirty are not comparable. Stating the measurement window, and whether the figure is an average or a best episode, costs you nothing with an honest buyer and protects you when they check.
Include what happened for previous sponsors if you have it, even at small scale. A specific outcome from one past advertiser carries more weight than any audience figure, because it is evidence rather than a projection. If you have no history, saying so and pricing accordingly is better than implying results you cannot show.
Vocabulary
One-sheet. A single page summarising a show for potential sponsors, holding audience figures, rates and contact details. Kept to one page because that is the attention a first approach reliably receives.
Downloads. The count of times an episode file was requested, the standard podcast audience measure. Meaningless without a stated window, since the same episode accumulates downloads for years.
Impressions. The number of times an advertisement was delivered. Distinct from downloads when a show runs dynamic insertion, because the same episode can carry different advertisements to different listeners at different times.
Rate card. A published list of what each advertising position costs. Having one moves a negotiation from what is your budget to which position do you want, which is a considerably better place to start from.