Topic: Advertising Rates

The standard podcast advertising model assumes a discrete decay curve where ads lose value after 90 days. However, data from discoverable back catalogues suggests that ads in evergreen episodes can continue to reach new listeners for years. This shift in perspective transforms old episodes from decaying assets into appreciating ones, potentially changing how creators negotiate long-term retainer deals with sponsors.

The podcast industry's current rate cards are built on the assumption that listens are front-loaded, which may be incorrect for discoverable shows. While back-catalogue listeners have different intent and engagement levels than launch-week fans, their value is not zero. Demonstrating this ongoing reach provides podcasters with a stronger negotiating position, turning discoverability into a tangible financial advantage.