Sponsorship rate calculator

What to charge a brand, based on the views you really get, and how much the brand can pay before the sales you bring stop covering it.

What to charge

$1,800

$1,440 to $2,160 for 3 posts

Per post: $480 to $720
Brand breaks even up to $240
Break-even CPM $4

With 3 posts averaging 20,000 views, 60,000 in all, and a CPM of $20 to $30, the base price is $1,200 to $1,800; with 20% extra for rights and exclusivity, $1,440 to $2,160. The midpoint is $1,800.

For the brand: 60,000 views bring 600 clicks and 12 sales, or $240 in profit. On direct sales alone, the brand breaks even paying at most $240, a CPM of $4. Anything above that pays for awareness, which this doesn’t measure.

What the price is made of, at the midpoint

Views times CPM$1,50083%
Rights and exclusivity$30017%

I’m not an accountant or a financial advisor. This is an estimate, for information only. Check with a professional before you decide.

Your numbers

example: change the numbers

Currency

This changes the symbol and the examples. It does not convert your numbers.

Average views per post or video

What a typical post or video of yours gets: the average of your recent ones, not your best. Your analytics show it.

Posts or videos in the deal

Videos, posts, stories: however many the brand is asking for.

Low CPM

Your cautious price per 1,000 views. There’s no official rate card: the example is only an example.

High CPM

The highest price per 1,000 views you think is fair. This example is only an example too.

Extra for usage rights and exclusivity

What you add if the brand runs your content in its own ads (usage rights) or asks you not to work with competitors (exclusivity). Add them up: +20% and +10% make +30%.

Click-through rate (CTR)

Out of 100 people who see the post, how many click the brand’s link. The brand knows it from past campaigns; the 1% example is only an example.

Conversion rate

Out of 100 clicks, how many people buy. Example: 2%.

Brand’s profit per sale

What the brand keeps from one sale after the product’s own costs: the margin, not the price. Example: 20.

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Both sides of the deal
	Views in all3 posts averaging 20,000	60,000
×	CPM, per 1,000 views	$20 to $30
=	Base price	$1,200 to $1,800
+	Rights and exclusivity20%	$240 to $360
=	What to charge	$1,440 to $2,160
	Clicks on the link1% of views	600
	Sales2% of clicks	12
×	Brand’s profit per sale	$20
=	Brand breaks even up to	$240.00
	Break-even CPM	$4
	Brand’s return at your midpointprofit or loss on what it pays, from direct sales	-87%

How it works

Your side: average views times the number of posts gives the views you’re selling. Divide by 1,000 and multiply by a CPM for the base price. With a cautious CPM and a high one, you get a range.
Extras for usage rights and exclusivity go on top of the base price, added up into one percentage: 20% for rights and 10% for exclusivity make +30%.
The brand’s side: views times the click-through rate gives clicks, clicks times the conversion rate gives sales, and sales times the profit per sale is what the brand earns back. That’s the most it can pay and still break even on direct sales.

Worked example

3 posts with 20,000 views each: 60,000 views, or 60 blocks of 1,000. At a CPM of $20 to $30, the base price is $1,200 to $1,800; with 20% extra, $1,440 to $2,160, midpoint $1,800. For the brand: 60,000 × 1% = 600 clicks; × 2% = 12 sales; × $20 = $240, a break-even CPM of $4. At $1,800, direct sales earn back about $13 of every $100 the brand pays.

Sources

Text checked on September 30, 2026

Good to know

There’s no official rate card for sponsorships. CPMs, clicks and conversions vary with the audience, the topic and the platform: the examples are just examples, so use your own numbers and the brand’s.
Break-even only counts the direct sales the brand can track through your link or code. A sponsorship also builds awareness and brings later sales through other channels, which is why brands may pay more than break-even.
If the brand wants to run your content in its own ads, or asks for exclusivity, get in writing how long, where and on which channels.
Disclose every paid or gifted post. In the US, the FTC wants the disclosure in the post or video itself, not only in the description, in plain words like “ad” or “sponsored.” In the UK, the ASA and the CMA expect a clear label such as “Ad” up front, and advise against “sponsored” or “gifted” on their own.
Sponsorship money is taxable income, and how you report it depends on where you live: check with a tax professional.

Frequently asked questions

How much should I charge for a sponsorship?

There’s no single right price. A simple starting point is the views you really get, on average, times a CPM, a price per 1,000 views. With 3 posts averaging 20,000 views and a CPM of $20 to $30, the base price is $1,200 to $1,800, before extras for usage rights or exclusivity.

What is CPM in a sponsorship deal?

The price per 1,000 views: the fee divided by the views, times 1,000. It lets you compare different offers: $1,800 for 60,000 views is a $30 CPM. It isn’t the same as YouTube’s ad CPM, which advertisers pay the platform.

Does the brand make money on it?

On direct sales alone, often not. In the example, 60,000 views bring 600 clicks and 12 sales: at $20 profit each, that’s $240 against a $1,800 fee. The rest pays for awareness, and the break-even line shows how much of the deal rests on it.

How do I disclose a sponsored post?

In the US, the FTC wants a disclosure people will see and understand, placed with the endorsement itself: in the video, not just in the description, and repeated during a live stream. “Ad” and “sponsored” are fine; vague tags like “sp” or “collab” aren’t. In the UK, the ASA and the CMA expect “Ad” or “Advert” up front, before anyone has to click “more”.

Do I have to disclose free products?

Yes. The FTC says financial relationships aren’t limited to money: if a brand gives you free or discounted products and you mention them, disclose it. UK guidance also covers gifted products, so label them as ads too.