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Part of Podcast media kit template for UK podcasters seeking sponsors
Podcast media kit template for UK podcasters seeking sponsors
Use this podcast media kit template to organise show details, audience evidence, sponsor inventory, rights and UK compliance notes.
What to take away
- A podcast media kit template follows the media kit skeleton but replaces follower counts with episode downloads and completion rates.
- UK buyers want two filesa one-page sponsorship one sheet for first contact and a longer podcast press kit for the detail.
- Audience data that identifies individuals falls under UK data protection law, so handle listener lists with the ICO's UK GDPR guidance in view.
- Sponsorship income counts towards VAT registration, and the threshold published on GOV.UK decides when you must add VAT to a quoted rate.
Why a podcast pack is not an influencer pack
A generic influencer template opens with follower count and engagement rate. That reads as noise to a podcast buyer. Audio sponsorship is bought on how many people start an episode and how many finish it, so the first screen should carry downloads per episode and an average completion figure.
Influencer pack vs podcast pack
Influencer pack
- Opens with
- Follower count
- Second metric
- Engagement rate
- Buyer reads it
- As noise
- Sent when
- Generic pitch
- Full kit
- Rarely needed
Podcast pack
- Opens with
- Downloads per episode
- Second metric
- Average completion
- Buyer reads it
- As buying signal
- Sent when
- First email
- Full kit
- Sent on request
The two formats serve different moments. A one-page sponsorship one sheet goes in the first email, where a buyer decides in seconds whether to reply. The full podcast press kit comes later, once someone asks a question the one sheet cannot answer.
For the longer press kit, expand the one sheet in a practical order:
- Show overview:
- premise, format, publishing schedule and episode length.
- Host and production:
- short host and producer biographies.
- Audience:
- listener profile, available demographics, data source and measurement period.
- Episode evidence:
- selected episode titles and performance figures, with their sources and measurement windows.
- Editorial plans:
- recurring themes and relevant upcoming plans.
- Sponsor information:
- available inventory, ad formats, rates, rights and contact details.
The sections to build into the template
Use this order for the reusable one sheet: show line, audience, episode evidence, inventory, rate, then rights. Fill the fields with verified details from your show; the longer press kit can expand on each section.
Six blocks to build
- Cover stripname, host, schedule, length, feed link
- 60-word show description for a media buyer
- Audience demographics page from analytics and survey
- Episode tabledownloads, source, pull date
- Sponsorship inventoryad types and monthly slots
- Rates, contact details, script approver
Build the demographics page from aggregate listener data. Describe relevant audience characteristics, such as age bands, broad location and listening interests, and label the source and collection method. The checklist of what UK influencers must include can help with general layout, but use podcast-specific listener data here.
What belongs in a sponsorship one sheet
A buyer forwards this page internally, so every block should survive being read without you in the room.
One sheet blocks and sources
- Show linename, host, schedule, feed link
- Audiencedownloads, completion, top countries
- Episode evidencetwo or three strong episodes
- Inventorypre-roll, mid-roll, host-read, slots
- Rateper episode or per thousand downloads
- Rightsscript approval and archive duration
| Block | What goes in it | Source to name |
|---|---|---|
| Show line | Name, host, schedule, episode length, feed link | Your own publishing record |
| Audience | Downloads per episode, average completion, top countries | Hosting analytics, with the pull date |
| Episode evidence | Two or three recent episodes with strong completion | Hosting analytics |
| Inventory | Pre-roll, mid-roll, host-read or produced, slots per month | Your booking sheet |
| Rate | Price per episode or per thousand downloads | Your rate card |
| Rights | Who approves the script, how long the read stays in the archive | Your contract with the sponsor |
Use this copy-and-fill wording for the one sheet:
- Show line:[show name] — hosted by [host]; [publishing schedule]; [episode length]; [feed link].
- Audience:[listener profile]; [top countries, if available]; [source and measurement period].
- Episode evidence:[downloads per episode] over [measurement window]; [completion rate] and its platform or source.
- Inventory:[available host-read placements]; [format and availability].
- Rate:[fee per episode or per thousand downloads]; [currency]; [whether VAT is included or charged, where applicable].
- Rights:[permitted use of the read or recording]; [term]; [exclusivity, if offered].
Use the analytics supplied by your hosting or measurement service—for example, Spotify for Podcasters, Apple Podcasts Connect, Megaphone or Podtrac—and report only the metrics that source provides. State the measurement window and platform alongside each figure. RAJAR measures radio listening, not podcast downloads. If your show is also broadcast on a radio station covered by that survey, say so and label the figure clearly.
Audience demographics and data protection
A listener survey can strengthen the demographics page, but the moment responses carry a name or an email address you are handling personal data. Under the UK GDPR framework described by the ICO, you need a lawful basis and a retention period. The practical route is to publish aggregates in the kit and keep raw responses in a controlled folder.
VAT and presenting your quote
Sponsorship fees may be quoted per episode or per thousand downloads; enter your own rate and make its basis clear. What GOV.UK governs is when you must register for VAT. The £90,000 threshold applies to taxable turnover across all your income, sponsorship included, and the guidance on registering sets out the test. If you are close to it, quote net and state the position in the kit rather than adding VAT after the buyer agrees.
For a longer visual walkthrough, see how to create an influencer media kit for UK brand deals, then adapt its layout to the podcast-specific sections above.
Advertising rules for host-read segments
Sponsorship reads still count as advertising. The CAP Code, published through the ASA, requires that ads are identifiable as ads, so mark host-read segments in the show notes and in the kit's inventory page.
Common questions
Do I need a separate template for a video podcast?
Not necessarily. The same sections hold, but add a line on whether the video version runs on a different platform with its own view counts, and label the two sets of figures apart.
How long should a podcast sponsorship one sheet be?
One page, and no more. Six short blocks with a figure in each beat a four-page PDF that a buyer has to scroll.
Can I use RAJAR figures in my kit?
Only if the survey measures your show. For a standalone podcast, cite hosting analytics and name the pull date instead.
Should the template be a PDF or a web page?
Both work. Keep one master file so the two versions cannot drift apart, and refresh the figures monthly.
