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Podcast Ad Market Grows In August, With Three Percent Jump In Spending By Top 15.


In the latest positive indicator for second half podcast advertising, Magellan AI says the top 15 brands it detected on shows during August spent a combined $47.8 million. That is a three percent increase compared to what the top 15 spent a month earlier.


Online mental health company BetterHelp again led the way with one of its biggest one-month podcast investments to date during August. Magellan AI estimates it spent $10.5 million, a 14% increase from its podcast investment during July. The additional money allowed BetterHelp to turn up on more shows than ever. Magellan AI detected the brand on 1,432 different podcasts, about 400 more than in July.


All three of the top podcast advertisers last month spread their ad dollars across more than a thousand shows, according to Magellan AI’s analysis. Second place Amazon was detected on 1,167 podcasts as its spending held steady at $7.1 million.


But HelloFresh – which remained in third place – spent 25% more in August than in July. Magellan AI says its total investment in podcast rose to $6.9 million, which was spread across 1,260 different shows – more than what No. 2 Amazon used.


Google roared into the top 15 last month, jumping to No. 4 as its spending grew threefold from $714,000 in July to $3.2 million during August with ads on 918 different podcasts last month. That made it the top mover and shaker – Magellan AI’s monthly ranking of the brands that upsize their podcast spending the most. The investment in podcasting is also noteworthy considering all the internal ad tools that Google has at its disposal.


Several advertisers also made return trips to the top 20, including ZipRecruiter, Indeed, and Manscaped.


Among the top 15 brands, Magellan AI says Comedy was the most-used genre by six, and another six used Sports the most, while three made Society & Culture their most-used category.


In addition to Google, several other big-name brands turn up on Magellan AI’s movers and shakers list for August. With kids heading back to school, learning platform IXL Learning more than tripled its podcast ad spending last month, investing nearly a million dollars into podcast ads. There was also a back-to-school bump from clothing retailer Land’s End, which spent $3,300 on podcast ads in July but raised that to $146,000 during August.


Other well-known brands that also increased their spending last month include Home Depot, Twisted Tea, Roku, and Marriott.


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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