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CPM calculator for sponsorships
Turn a sponsorship price and the views it gets into a CPM, then see what that rate pays at 10,000, 50,000 and 100,000 views.
How to use CPM to price and compare sponsorship offers
CPM lets you compare offers of different sizes. With the defaults, a $500 offer for a video that averages 25,000 views is a $20 CPM. A $300 offer for a newsletter issue opened by 10,000 readers is a $30 CPM. The second deal is smaller in dollars but pays more for each person reached.
Three versions of the same formula cover most questions. CPM = price ÷ views × 1,000 tells you the rate of an offer. Price = views × CPM ÷ 1,000 tells you what to quote. Views needed = price ÷ CPM × 1,000 tells you whether a fee is realistic for your audience: $1,000 at a $20 CPM needs 50,000 views.
The calculator’s lines show what your current rate pays at 10,000, 50,000 and 100,000 views ($200, $1,000 and $2,000 at a $20 CPM), and what the same views would earn at the CPM you want to charge. With a $25 target, the 25,000 views in the example are worth $625, so a $500 offer is $125 below your rate.
Rates vary widely by format and audience. A focused business, finance or software audience usually commands a higher CPM than a broad entertainment one; a full dedicated segment is worth more than a short mention; and audiences in some countries are worth more to advertisers than others. Usage rights, exclusivity and extra deliverables should be priced on top of the CPM.
Compare CPMs within one format. Video views after a set number of days, podcast downloads in the first 30 days and newsletter sends or opens are counted differently, and a view, a download and an open do not carry the same attention. A newsletter CPM and a video CPM can both be fair while looking very different.
If a sponsor wants to pay on delivered views rather than a flat fee, agree in writing how views are measured (for example, views after 30 days), where the numbers come from, and what happens if a piece under-delivers, such as an extra mention. A flat fee based on your average views is simpler for both sides.
| Views delivered | CPM |
|---|---|
| 5,000 | $100 |
| 10,000 | $50 |
| 25,000 | $20 |
| 50,000 | $10 |
| 100,000 | $5 |
How it works
CPM (cost per mille) is the price per 1,000 views or impressions: price ÷ views × 1,000. It puts offers of different sizes on one scale.
Use the views a piece actually delivers, such as the average for your last ten pieces or views in the first 30 days, rather than followers. For a bundle, add up the views across all the pieces.
The last line prices the same views at the CPM you want, so you can see how far an offer is from your rate before you reply.
Questions
Is CPM the same as RPM?
No. CPM is what a buyer pays per 1,000 views or impressions. RPM is what a creator earns per 1,000 views from a platform after its share. For a sponsorship you sell directly, the CPM is what you receive.
Views or impressions?
Use the unit the sponsor is buying: views for video, downloads for podcasts, opens or sends for newsletters. Say which one you used, because the CPM changes a lot between them.
What does CPM stand for?
Cost per mille, from the Latin for thousand. It is the price paid for 1,000 views, listens or impressions.
How do you calculate CPM?
Divide the price by the number of views and multiply by 1,000. A $500 deal for 25,000 views is $500 ÷ 25,000 × 1,000 = $20 CPM.
What is a good CPM for a YouTube sponsorship?
It depends on niche, audience country and how long the integration is. Many creators quote rates in the tens of dollars per 1,000 views, with specialised audiences at the higher end. Use offers you have received and accepted as your own benchmark.
How do I calculate CPM for a newsletter?
Use opens or sends, and say which. The same price gives a higher CPM on opens than on sends. Open counts are less precise since email apps began loading images automatically for privacy, so many newsletters quote on sends or on clicks.
Should I charge a flat fee or by CPM?
A flat fee based on your average views is simpler and protects you from a weak week. Charging on delivered views can win larger deals, but it needs agreed reporting and a plan for pieces that fall short.
How many views do I need to charge $1,000?
Divide the price by your CPM and multiply by 1,000. At a $20 CPM you need 50,000 views; at a $40 CPM, 25,000.