Podcast Ads Hold Strong In October As More Brands Ramp Up Spending.

Podcast advertising held near its highest levels of the year in October, with the medium’s 10 biggest advertisers spending a combined $40.1 million, according to new Podscribe data. While that was slightly below September’s originally reported $40.8 million, the results point to continued strength among major advertisers as a growing mix of brands sharply increases its investment in podcast campaigns into the critical fourth quarter.

October marked the second consecutive month that the top 10 spent at least $40 million, following a summer when spending ranged from $29.5 million in July to $34 million in August. Podscribe’s estimates for prior months are subject to revision.

Quince emerged as October’s biggest advertiser, overtaking Mint Mobile with a 23% increase in estimated spending to $6.7 million. The retailer appeared on 1,404 shows, with 93% of its ads delivered as host reads, highlighting its continued reliance on podcast personalities.

Mint Mobile slipped to second after two months at No. 1, as spending declined 13% to $4.8 million. Shopify climbed to third despite a 5% decrease to $4.7 million, while BetterHelp moved up to fourth with $4.4 million, a 2% increase.

PrizePicks rounded out the top five with $4 million, down 4%. The fantasy sports platform continued to emphasize host endorsements, with 95% of its advertising host-read, the highest share among October’s top advertisers.

The biggest gain among the top 10 came from SimpliSafe, which increased spending 56% to $3.4 million, climbing to seventh place. Podscribe says the home security company added $1.2 million in estimated spending during October, the largest dollar increase among its fastest-growing advertisers.

Amazon ranked sixth with $3.6 million, down 12%, while Wayfair slipped to eighth with $3.3 million, a 27% decline.

ChatGPT also pulled back after expanding its podcast presence during the summer. Its estimated spending fell 35% to $2.6 million, dropping the artificial intelligence platform to ninth place.

DraftKings returned to the top 10 at No. 10 with $2.6 million, up 4%. Together with PrizePicks, the two fantasy sports advertisers spent an estimated $6.6 million during October.

Sports remained the leading genre for seven of the top 10 advertisers, although their approaches varied considerably. PrizePicks relied on host reads for 95% of its advertising vs. 60% for DraftKings, 43% for Shopify and just 14% for ChatGPT.

Podscribe’s new Rising Advertisers rankings, which spotlight brands increasing spending by more than 50%, reveal a more diverse group of companies expanding their podcast investments.

SimpliSafe topped the October list, followed by Bluechew, which increased spending 75% to $2.1 million. Carvana jumped 146% to $1.9 million, while Hulu more than doubled its investment, rising 128% to $1.7 million.

Boost Mobile increased spending 133% to $1.6 million, while Underdog Fantasy climbed 73% to $1.3 million. Uber Eats also accelerated its podcast investment, rising 92% to $1.2 million.

The most dramatic percentage increase came from NBC News, whose estimated spending soared 7,487% to $1.2 million, reflecting a substantial expansion from a relatively small base.

The Home Depot increased spending 85% to $1.1 million, while Dupixent rounded out the rising rankings with $1.1 million, up 494%.

Unlike September’s rising rankings, which were heavily influenced by sports wagering and prediction markets, October’s list of brands that are bumping up their podcast spending spans home security, healthcare, automotive, streaming and retail. That suggests podcast advertising growth is reaching well beyond the medium’s traditional biggest spenders.