Podcast Advertising ROI Calculator
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The purpose of this spreadhseet is for podcasters to get calculations of how effective an advertisement will be for generating profit. You can input your own results and estimates to determine whether/how long an advertisement will return a profit.
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Prepared byChes Hall
based on the calculations by
David Kadavy
see the article that inspired it here:
LINK
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+7 Intelligence Podcast
Love Your Work Podcast
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The podcast about how games impact people
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04/07/2017
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Instructions:
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First: This sheet is locked, so before inputting any information, Click above at File > Make a Copy to create a copy that you have complete control over.
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Second: Use the legend below to know which cells you can edit.
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Third: Each section has its own focus and purpose, but may rely on inputs from previous sections. So I strongly recommend filling out information from the top first.
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Legend
These are values that you input; can be an estimate or an exact value
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This is a value that is calculated by this spreadsheet; not advised to change
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A fixed value used for calculation; will cause calculations to be incorrect if changed
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A benchmark value taken from elsewhere; you can change these if you want
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*
Means that the value is copied from an earlier cell; this means that it has been repeated for clarity
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Calculated values that are particularly important
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Advertising Slot Estimates
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Here, you can input the prices and estimates given by an advertising space
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Estimated performance
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Price for advertisement slotViews (Lower)Views (Upper)Taps (Lower)Taps (Upper)Subscriptions (Lower)Subscriptions (Upper)Cost per subscriber (Lower)Cost per subscriber (Upper)
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$125.0010000015000010001500100150$0.83$1.25
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Middle1250001250125$1.04
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Click-through rate
1.00%10.00%
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Actual Statistics
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Input the statistics of the actual responses to the advertisement
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ViewsTapsViews>tapsSubsTaps>SubsCost/subAdditional Downloads
Tap > Downloads
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13981313850.99%16411.84%$0.76124089.53%
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Compared to estimate
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These give you an idea of how your results compare to the estimates you were given
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111.85%110.80%99.06%131.20%118.41%73.17%
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CPM
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Here you can input the CPM of the sponsorships that you have on your show that generate revenue for you
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# Pre-rolls# Midrolls# Post-rollsPre-roll CPMMid-roll CPMPost-roll CPMAdditional revenue per 1000 downloadsTotal CPMDownload units (leave at 1000 to calculate CPM)
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220$12.00$18.00$0.00$0$60.001000
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Projected Revenue (By Downloads)
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This gives you an ROI based on the # of downloads directly from the advertisement
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By EstimatesEstimated Taps> DownloadsEstimated Extra Downloads (Lower)Estimated Extra Downloads (Upper)Revenue LowerRevenue UpperROI LowerROI Upper
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90%9001350$54.00$81.00-56.80%-35.20%
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Middle1125$67.50-46.00%
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By Observed numbersAdditional Downloads*RevenueROI
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1240$74.40-40.48%
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Projected Revenue (By subscriber)
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This section deals with calculating how long it will take to break even on the cost of an advertisement based on how many downloads each subscriber generates
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$ per downloadCost per subscriber*Downloads per subscriber to break evenEpisodes produced/ monthMonths to break even
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$0.06$0.7612.726.4
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This calculates Inventory filled: ie how much of your monetization opportunities are being used
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Current CPM
Potential CPM*
% Inventory Filled
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$50.00$60.0083%
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Months until Profitability by % Inventory Filled
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This table gives you the number of months it will take to break even based on the cost to gain subscribers and the monetization opportunities
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% Inventory FilledObserved $/sub*Lower Estimate*Upper Estimate*Middle Estimate*Lower Estimate (Across Categories)Upper Estimate (Across Categories)Middle Estimate (Across Categories)
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$0.76$0.83$1.25$1.04$1.41$2.21$1.81
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10%63.569.4104.286.8117.5184.2150.8
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20%31.834.752.143.458.892.175.4
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50%12.713.920.817.423.536.830.2
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100%6.46.910.48.711.818.415.1
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Current83.33%7.68.312.510.414.122.118.1
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Downloads/Subscriber
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You can use this area to find what percentage of your episodes that your average subscriber actually downloads
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Platform
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iTunesStitcherPodbean
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Subscribers10014343
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Avg. Downloads/ Episode20095.26.4
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% Downloads/ Subscriber0.566.6%14.9%105.45%
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Average
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Months until Profitablity Per Subscriber
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Each table gives you the months until your advertisement breaks even based on a fixed cost per subscriber; it allows you to see the effects of changing your monetization opportunities and how many downloads per subscriber
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Example 1 Cost per subscriber
% Download Rate of Subscribers
Current
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$1.41
% Inventory Filled
20%50%75%100%105.45%
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10%587.5235.0156.7117.5111.4
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20%293.8117.578.358.855.7
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50%117.547.031.323.522.3
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100%58.823.515.711.811.1
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Current83.33%70.528.218.814.113.4
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Example 2 Cost per subscriber
% Download Rate of Subscribers
Current
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$2.21
% Inventory Filled
20%50%75%100%105.45%
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10%920.8368.3245.6184.2174.6
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20%460.4184.2122.892.187.3
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50%184.273.749.136.834.9
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100%92.136.824.618.417.5
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Current83.33%110.544.229.522.121.0
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Current Cost per subscriber
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This table gives you the most accurate estimate of how long it will take for your advertisement to start turning a profit based on your current situation
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