Podcast Ad Spending Rebounds In April As Quince Holds Top Spot.

Podcast advertising spending rebounded in April, with the top 15 advertisers investing an estimated $60.7 million, up from $58 million in March. According to monthly tracking data from Magellan AI, ten of the top 15 boosted spending month-to-month.

Quince remained the top podcast advertiser, spending $6.1 million, followed by BetterHelp at $5.3 million and Shopify at $5.1 million. UnitedHealth Group moved into fourth place with $4.9 million, while Public.com ranked fifth at $4.3 million.

Sports podcasts remained the dominant buying lane, but April showed more genre variety than some recent months. FanDuel spent $4.1 million, Progressive invested $3.8 million, DraftKings spent $3.6 million, and Amazon followed at $3.4 million, all with sports as their top genre. Toyota and Verizon also leaned into sports, spending $3.4 million and $3.2 million, respectively.

Comedy also played a bigger role in the April rankings. Quince, Shopify, T-Mobile, and SimpliSafe all listed comedy as their top genre. T-Mobile ranked seventh with $3.9 million, while SimpliSafe spent $3 million. Meta again stood apart from the pack, spending $3.6 million with news as its top genre.

McDonald’s, which had been a major mover earlier in the year, remained among the top 15 in April with $3 million in spend. The brand was one of five top advertisers to reduce spending month-to-month, along with Quince, BetterHelp, T-Mobile, Meta, and Amazon.

The April data also extends the year’s broader podcast ad spending picture. Based on Magellan AI estimates, the top 15 advertisers spent a combined $59.8 million in January, $61.4 million in February, $58 million in March, and $60.7 million in April, for a year-to-date total of roughly $239.9 million. That points to a relatively stable market, with monthly totals staying within a narrow band even as individual advertisers move up and down the rankings.

Podcast advertising’s “movers and shakers” list cooled sharply in April after a strong March but still showed a steady pipeline of brands increasing their podcast investments. Magellan AI reports the top 15 movers spent a combined $11.4 million in April, down from roughly $21.7 million in March.

Liberty Mutual Holding Company led April’s movers and shakers, spending $2.7 million, up 722% from the prior month. Aura Frames ranked second at $1.1 million, followed by Eight Sleep at $1.0 million and Geico at $975,800. Sephora also made a sharp move, increasing spending to $831,200 after spending just $26,100 in March.

Several advertisers entered or re-entered podcasting at meaningful scale after reporting no prior-month spend. Lenox, Ferrero Group, Foundation Consumer Healthcare, Fandango, and Synchrony Health Services all appeared on the movers list after registering no March spend. Veracity, iD Tech Camps, Noom, Pandora Jewelry, and Strayer University also posted large month-to-month gains.

Taken together, the April movers list shows that while the pace of fast-scaling advertiser growth slowed from March, new and returning brands continue to use podcasting as a flexible channel for rapid campaign launches.

Magellan AI analyzes podcast advertising data from the top 3,000 podcasts in the U.S., as ranked by Apple Podcasts. Its proprietary model estimates spend based on ad load, episode downloads, and CPM benchmarks derived from media kits and market data.