"How to Create a Podcast Media Kit"
A media kit is a one or two page document that tells a brand who listens to your show and why they should pay to reach them. It is the single most useful thing you can make when you start chasing sponsorships, and most creators in Pakistan skip it. Having one ready makes you look professional and saves you from scrambling every time a brand replies.
Here is exactly what goes in it and how to put one together in an afternoon.
What a media kit is for
Think of it as your pitch on paper. When a marketing manager opens your media kit, they should understand in thirty seconds whether your audience is their customer. That is the whole job. It is not a brochure about how passionate you are. It is numbers, audience and offers, laid out cleanly.
You will use it when you cold-pitch brands, when a sponsor asks "what are your rates", and when an agency is comparing you to other shows. Without one, you look like a hobbyist. With one, you look like a media property.
The sections every media kit needs
Keep it tight. A good kit has these parts and nothing extra:
- Show name and one-line description: what your podcast is and who it is for.
- Host bio: two or three sentences, plus a photo.
- Audience snapshot: size, age range, location, and what they care about.
- Reach numbers: downloads or views per episode, total subscribers, social following.
- Sponsorship options: pre-roll, mid-roll, social posts, and what each costs.
- Past sponsors or testimonials: even one builds trust.
- Contact details: name, email, WhatsApp.
If you are new and your numbers are small, lead with audience quality instead. "1,200 listeners, mostly Lahore-based founders aged 25 to 40" beats a bigger but vaguer number every time.
Getting your numbers right
Pull real data, do not guess. Your hosting platform gives you downloads. YouTube Studio gives you views, watch time and audience demographics. Instagram and other socials give follower counts and reach.
Present them honestly. Use averages over your last 5 to 10 episodes rather than your single best episode, because a sponsor will notice if reality does not match the kit. If you publish on multiple platforms, show the combined picture, since that is the real story of your reach. For deciding where to put your effort, our breakdown of Spotify vs Apple Podcasts vs YouTube is worth a read.
Building your rate options
Brands want clear choices, not a "let's discuss" wall. Lay out a few packages so they can self-select. Here is a sample structure you adapt to your own reach.
| Package | What's included | Example price |
|---|---|---|
| Single read | One mid-roll host read | Rs 12,000 |
| Episode bundle | Mid-roll across 4 episodes | Rs 40,000 |
| Full sponsor | Mid-roll plus 2 social posts, 4 episodes | Rs 65,000 |
These are illustrative. Set your own based on actual reach, and read our full podcast sponsorship guide for Pakistan before you finalise numbers. Offering a bundle almost always raises the total deal size because brands like committing to a series.
Making it look professional
Design matters more than you would expect. A clean, well-laid-out kit signals that your whole operation is polished. You do not need a designer. A simple Canva template with your show's colours and a couple of good photos will do the job.
The photos are where studio quality shows. A crisp shot of you at a real broadcast mic under proper lighting tells a sponsor you take this seriously. Phone selfies in a bedroom do the opposite. This is one more reason recording at a proper space like Timelapse Studio pays off, since you walk away with footage and stills you can actually put in front of brands.
Export it as a PDF so the formatting never breaks, and keep a live link version you can update as your numbers grow.
Frequently asked questions
How long should a media kit be? One page is ideal, two at most. Marketing people are busy. If they have to scroll forever, they lose interest. Every line should earn its place.
What if my podcast is brand new with no listeners? Lead with your audience profile and your niche, not download numbers. Describe exactly who you reach and why a specific type of brand should care. You can update the numbers as they grow.
How often should I update it? Refresh your numbers every two to three months, or whenever you hit a milestone worth showing off. Stale figures make you look inactive and can embarrass you if a brand checks.
Ready to record a show worth pitching? Get in touch with Timelapse Studio and we will help you make it look the part.
Record at our Lahore studio
Audio and video podcast sessions with the gear and crew handled. Check the pricing or grab a slot.