Podcast Media Kit for Sponsors: Template and Real Estate Examples

A podcast media kit is a two- to three-page document that tells a potential sponsor who listens to your show, how many people hear each episode, what you sell and what it costs. For a real estate podcast, the sponsor kit should lead with local audience data, list your packages and past sponsors, and stay separate from the guest one-sheet you send to other hosts.

Search “podcast media kit” and most results mix three different documents: the guest one-sheet, the press kit and the sponsor kit. They also skip where the numbers come from, which is the part a careful sponsor checks first. This page covers only the sponsor-facing kit, with a fill-in template, a filled-in real estate example and a note on sourcing every figure.

What is a podcast media kit, and how is it different from a one-sheet?

A podcast media kit sells your show’s ad time to businesses; a one-sheet sells you as a guest to other hosts. They share a photo and a bio, but the reader, the numbers and the call to action are different. Mixing them is the most common reason a kit gets ignored.

Document	Reader	Main content	Call to action
Sponsor media kit	Local business owners, marketing managers	Audience size and location, listener profile, packages, prices, past sponsors	Book a sponsorship
Guest one-sheet	Podcast hosts and bookers	Your bio, topics, sample questions, past appearances	Invite me on your show
Press kit	Journalists	Show description, host bios, logos, press mentions	Cover the show

If what you actually need is the guest version, you can set up a speaker profile on the Icons hub for pitching yourself to other shows. The rest of this page is about the kit you send sponsors.

What should a sponsor media kit include?

A sponsor media kit should include a short show summary, audience numbers with their source, a listener profile, your packages and prices, proof of past results and a clear next step. Keep each section to a few lines a busy owner can scan in a minute.

• Show summary: name, cover art, one-sentence premise, host name and brokerage, publishing schedule, episode length.
• Audience numbers: average downloads per episode in the first 30 days, the date range and the dashboard they came from.
• Listener profile: where listeners are, and who they are in plain words (“homeowners and buyers in [county]”).
• Engagement: Apple engaged listeners, newsletter subscribers, social followers on the platforms you actually use.
• Packages and prices: two or three tiers with deliverables and terms.
• Proof: past or current sponsors (with their permission) and links to two sample reads.
• Next step: one email, one phone number, and the date the kit was last updated.

Package structure has its own guide: our podcast sponsorship packages and tiers include a one-page version you can paste straight into the kit.

Which audience numbers belong in a podcast media kit?

The audience numbers that belong in a podcast media kit are the ones you can screenshot from a dashboard today: downloads per episode in the first 30 days, listener locations, and platform metrics such as Apple’s followers and engaged listeners. Each number needs a date range and a source next to it.

Downloads are the number sponsors price from. Libsyn Ads prices podcast ads on downloads or impressions “in the first 30 days” times a CPM rate, so use the same window; our guide to podcast advertising rates shows that math for small shows. The industry definitions for downloads, audience and ad delivery come from the IAB Tech Lab’s Podcast Measurement Technical Guidelines, now at version 2.3 (September 2026), and IAB Tech Lab runs a compliance program for companies that follow them. If your host is listed as compliant, say so in one line.

Apple’s dashboard adds a second view. Apple’s listener analytics help page defines:

Apple Podcasts metric	Apple’s definition	How to use it in a kit
Followers	Total number of people following your show	Shows a committed core audience
Listeners	People who played or watched more than zero seconds of an episode	A reach figure for Apple only
Engaged listeners	Listeners who heard or watched at least 20 minutes or 40% of an episode	Proof that people stay for the mid-roll
Location	Listeners by country, region and city	The local share a nearby business cares about

Apple shows data only once at least five unique listeners have played your show in the selected period, and it covers Apple listeners only. Say so in the kit rather than presenting Apple numbers as your whole audience.

Three rules keep the numbers honest:

1. Use medians or averages over a stated period, such as the last 10 episodes, never your best episode alone.
2. Never mix sources in one figure. Downloads from your host and Apple listeners are different measures.
3. Never borrow industry statistics in place of your own. A national figure about podcast listeners isn’t your audience, and a sponsor will notice. If you want context, our podcast listener demographics explain what national data can and can’t tell you.

What does a podcast media kit template look like?

A podcast media kit template is a fixed set of headed sections with brackets for your numbers. Copy this one, fill every bracket from your dashboards, and delete any line you can’t support.

What does a real estate media kit example look like?

A real estate media kit example shows how the template reads once it’s filled in. The one below is invented to show the shape, so none of the names or numbers describe a real show.

How should you design and send a podcast media kit?

Design the podcast media kit as a clean PDF of two or three pages and a matching web page, and send it as an attachment to a short pitch. Simple layouts in your show’s colors work; the numbers and packages are what get read.

• Name the file clearly: “[Show name] sponsor kit [month year].pdf”.
• Keep it under a few megabytes so it doesn’t bounce from small-business inboxes.
• Update it every quarter, and change the date on the cover each time.
• Publish a web version on your show’s site. A separate “As heard on” page for your guest appearances is a different asset; our guide to building a podcast media page covers that one.
• Send it with a specific ask. Our guide on how to get podcast sponsors has the pitch email and the follow-up schedule.

The strongest kits come from shows that already have the assets a sponsor asks about: a steady schedule, episode pages, clips and clean analytics. If you’d rather not assemble those yourself, consider Icons podcast production, which supplies the episodes, clips and website articles a sponsor kit points to.