Audience is only one input
A smaller audience in a high-intent niche can sometimes justify a stronger quote than a larger but less relevant audience.
Clear CalculatorsCreator calculatorsHow to price a creator sponsorship
The quote combines estimated media value, production time and expenses, with optional amounts for exclusivity, usage rights and rush work. It is a starting figure for a conversation with a brand, not a guaranteed rate.
Estimate only: real rates can depend on niche, audience quality, conversion history, brand fit, contract terms, VAT or taxes and whether the brand can reuse your content in paid ads.
Rights matter
Paid usage, whitelisting, long usage windows and category exclusivity should usually be priced separately from the basic post.
Show the working
An itemised quote shows where the price comes from. If the budget changes, you can adjust the deliverables instead of cutting every part of the fee.
New to brand deal pricing? Read the creator sponsorship rates guide before using the estimate as a quote.
Choose a comparable audience measure
For a video or short, enter expected views per deliverable over an agreed reporting window. For a newsletter, use the agreed impression or open count; for a podcast, use the agreed download or listen count. Match that measure to the CPM you enter.
Average concurrent Twitch viewers are not total views or impressions. Do not use a video CPM with a concurrent-viewer count. For a live integration, use a defensible exposure estimate agreed with the sponsor, or set CPM to zero and enter production work while negotiating the placement fee separately.
Deal type labels the quote; it does not supply platform rates or convert audience measures. A campaign bundle assumes each deliverable has the same audience estimate. Run separate quotes for different formats or audiences.
Worked quote: £1,059.75
- 25,000 views ÷ 1,000 × £25 CPM × one deliverable = £625 media value.
- Four hours × £40 = £160 production work. With £0 expenses, the subtotal is £785.
- 15% exclusivity + 20% usage rights + 0% rush = 35%. The addition is £785 × 35% = £274.75.
- £785 + £274.75 = £1,059.75, before any separately applicable VAT or taxes.
With both rights percentages set to zero, the same example is £785. The additions do not compound: 15% plus 20% is 35%, not 38%. Adding £100 expenses with the 35% additions enabled increases this quote by £135 because expenses are included in the percentage base.
These are examples of the calculator's arithmetic, not suggested prices. If a contract applies rights fees only to placement value, calculate those amounts separately; this tool currently applies percentages to the full subtotal.
What to send with a sponsorship quote
A cleaner quote usually includes the deliverables, expected publish date, usage rights, exclusivity period, approval steps, reporting expectations and payment terms. Listing these assumptions helps explain why two campaigns with similar view counts can have different prices.
For example, a simple stream mention with no paid usage rights is a very different commercial request from a dedicated video, whitelisted ad usage, category exclusivity and a fast turnaround. Use the calculator to build a baseline, then keep the final quote tied to the actual contract terms.