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Magellan AI: Majority Of April’s Top Advertisers Increased Spending.


Nine of the top 15 podcast advertisers as measured by Magellan AI increased spending during April compared to a month earlier, but overall spending by the upper echelon slid month-to-month. Magellan AI estimates the top 15 spent a combined $46.36 million last month on podcast ads, a 6% decline from the March estimates. The online mental health provider BetterHelp remained the biggest advertiser, spending an estimated $7.7 million. But that was down 3% from a month earlier.


Amazon remained in second place, increasing spending 26% to an estimated $5.5 million in April. Magellan AI says online gaming company VGW cut spending 10% to an estimated $3.7 million, but it held onto third place. Toyota remained at No. 4 with $3.6 million in podcast ads, a 1% dip from a month earlier. Shopify moved into the top five with an estimated $3.3 million in spending, a 2% increase from March.


Magellan AI says there were also two new spenders in the top ten. Comcast’s podcast spending jumped 72% last month to an estimated $2.4 million. That was good for eighth place in the monthly ranker. And Ultra Mobile spending jumped by a third to an estimated $2.2 million as it rose to No. 10. Falling out of the top 15 in April were Meta and Apple.


Magellan AI’s monthly ranking of brands that delivered the biggest increases in spending in the medium — its list of movers and shakers — was led by the online nursery Fastest Growing Trees. It more than tripled its spending month-to-month to an estimated $1.4 million in April as it used podcast ads for the springtime lawn and garden season. The online betting service Bet365 ranked second, as it quadrupled its spending month-to-month to just under $1 million.


Overall, Megallan’s monthly list of brands that significantly upped spending was split between branding campaigns and direct-to-consumer ads. Among the biggest increases for branding ads came from the retailer Saks Fifth Avenue. It spent $491,000 on podcast ads during April after no spending in March. Other brand campaigns that saw big spending lifts were from Target, Clorox, FedEx and Bayer.


Overall, Magallan AI says the movers and shakers spent an estimated $8.04 million on podcast ads during April.


Magellan AI analyzes podcast advertising data from the top 3,000 podcasts in the U.S., as ranked by Apple Podcasts. Magellan AI’s proprietary model is used to estimate advertising spend. It includes factors such as the number of ads and variation in ad load detected for a given episode, number of downloads for each episode, and estimated CPMs as reported in select media kits and estimated based on popularity.

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