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Magellan AI: Top 15 Advertisers Spent $57 Million On Podcast Ads During November.


The online mental health service BetterHelp is on track to being podcasting’s top advertiser this year. Magellan AI says it was again the top spender during November based on its analysis, which shows BetterHelp spent an estimated $9.4 million across 1,103 podcasts last month. BetterHelp has been the top advertisers on Magellan’s monthly ranker in every month this year so far. With the holiday season upon shoppers, Amazon increased its podcast ad spending month-to-month, placing an estimated $7.8 million worth of ad buys across 1,141 different podcasts according to Magellan. HelloFresh ranked third, with $4.6 million in estimated podcast ads.


Magellan says Apple was the brand that spread its ads most far and wide among the biggest advertisers. It detected Apple ads on 1,202 different podcasts, with each getting a share of its estimated $4.2 million in ad spending.


Overall, Magellan says the top 15 advertisers on podcasts during November spent a combined $56,966,900. Among the big spenders, Magellan says Sports was the most-used genre by a dozen brands. Other top categories included Society & Culture, Business and Comedy - which is typically the most-used.


While brands such as Uncommon Goods, Etsy, and Wayfair all make the list of movers and shakers – Magellan’s monthly ranking of brands that deliver the biggest increases in spending in the medium – the list was mostly comprised of lesser-known companies during November. Their spending was nevertheless substantial.


Aura Frames spent $1.4 million on podcast ads last month after spending nothing in October as the frame company put itself in front of holiday shoppers. And MasterClass spent more than a million dollars, up 237% month-to-month, as it also looked to give a boost to its holiday sales.


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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