Podcast Advertising’s Top 15 Spend $56.7M In July.

Podcast advertising spending cooled in July after a remarkably consistent first half, with the top 15 advertisers investing a combined $56.7 million, according to Magellan AI estimates. That was down about 6% from June’s and marked the first month this year that spending by the top 15 fell meaningfully below the roughly $60 million range.

Quince widened its lead as podcasting’s biggest advertiser, increasing July spending to $7.5 million. BetterHelp ranked second at $5.4 million, followed closely by Amazon at $5.4 million. Shopify placed fourth with $4.6 million, while T-Mobile rounded out the top five at $4.6 million.

The rankings showed plenty of movement beneath the top tier. Toyota spent $4.5 million, while Meta increased its podcast investment to $3.9 million. Google climbed into the top 10 with $3.1 million, and Wayfair joined the leaderboard at $2.7 million. DraftKings completed the top 10 with $2.7 million.

Sports remained the dominant genre for major advertisers, serving as the top category for nine of the 15 biggest spenders. Comedy also remained an important alternative, while two brands —Shopify and T-Mobile — both focused most heavily on news podcasts.

Even with July’s pullback, Magellan’s data continues to show substantial consistency in podcast advertising. The top 15 advertisers spent roughly $361 million during the first six months of 2026. Adding July brings spending by the monthly top 15 to approximately $417.7 million through the first seven months of the year.

There was a more pronounced slowdown among podcast advertising’s fastest-growing brands. Magellan AI’s top 15 “movers and shakers” spent a combined $6.4 million in July, less than half June’s total and the lowest monthly total we have tracked so far this year.

Lululemon Athletica led July’s movers after increasing podcast spending more than fourfold to $1.4 million. Accenture ranked second with $644,500, up more than 2,200% from June, while Hero Bread boosted spending to $604,800.

Several advertisers launched or returned to podcasting after recording no spending in June. ExxonMobil spent $539,000, Modous invested $404,600, 1-800 Contacts spent $219,300, and Greenies reached $184,400.

Despite July’s slower pace, the movers data continues to show a steady stream of brands testing and expanding podcast campaigns. Magellan’s movers and shakers accounted for roughly $94.4 million during the first half of the year; July brings the seven-month total to more than $100 million.

Magellan AI’s rankings are based on advertising activity detected across the top 3,000 podcasts in the U.S. The company uses a proprietary modeling system to estimate advertiser spending, incorporating factors such as ad load, episode downloads, CPM estimates, ad formats, network revenue data, and brand share-of-voice across individual shows. The model is continuously refined as new market data becomes available, providing a snapshot of the advertisers making the largest investments in podcasting each month.