Advertising on Planet Money: Attribution Setup, CPM Rates & ROI Guide
Everything you need to know about running ads on Planet Money and actually proving the ROI — audience profile, typical costs, and how to set up attribution that captures all your conversions.
Hosted by
NPR
Average downloads
1,200,000+ per episode
Typical CPM
$28–$50 CPM
Who listens to Planet Money
Educated adults with interest in economics and finance, broad US demographic
Best product fit
Conversion profile
NPR audience is highly educated with high brand awareness. Promo codes and post-purchase survey are the strongest signals. Vanity URL click-through is lower due to the audio-first listening context.
How to set up attribution for Planet Money ads
The four attribution signals to use
🔗 Tracking link
A unique link for your Planet Money campaign in show notes. Captures listeners who click through directly.
🌐 Vanity URL: yourbrand.com/planet-money
Host reads your URL on air. First-party detection captures visitors who type it directly with no redirect needed.
🏷️ Unique promo code
A code exclusive to your Planet Money placement. Captures listeners who come back days later without clicking anything.
💬 Post-purchase survey
"How did you hear about us?" on your confirmation page. Catches Planet Money listeners who searched your brand directly.
Ready to track your Planet Money campaign?
Set up four-signal attribution for your Planet Money ad in under 30 minutes. Free to start, no credit card required.
Start free — no credit cardCommon questions
How much does it cost to advertise on Planet Money?
Planet Money typically charges $28–$50 CPM CPM for host-read ads. The exact rate depends on ad placement (pre-roll vs. mid-roll), episode frequency, and whether you are buying directly or through a network.
How do you track conversions from Planet Money podcast ads?
Use four attribution signals: a unique tracking link in show notes, a host-read vanity URL (e.g. yourbrand.com/planet-money), a unique promo code, and a post-purchase survey. This four-signal approach captures 2–3x more conversions than link tracking alone.
What attribution window should I use for Planet Money?
NPR audience is highly educated with high brand awareness. Promo codes and post-purchase survey are the strongest signals. Vanity URL click-through is lower due to the audio-first listening context.