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Top 15 Podcast Advertisers Spent Nearly $50M During Feb.


BetterHelp remained podcasting’s top advertiser in February according to Magellan AI, which reports a mixed bag overall for the biggest spenders. Eight of the top 15 brands increased their spending month-to-month, as the group spent a combined $49,523,300. That is down nine percent versus what the top 15 spent in January. First quarter is typically the lightest period for advertising, and two fewer days on the calendar last month didn’t help.


Among those brands that increased their podcast advertising investment last month was Toyota, which spent 48% more in February, rising to third place on Magellan’s ranker with $4.2 million in spending. And Shopify, which increased its spending five percent month-to-month, with $3.5 million worth of advertising. Also worth noting is Amazon, which spent heavily during the holiday shopping season, has remained one of podcasting’s biggest advertisers in the quieter first quarter. Magellan says it spent $3.8 million on ads during February, following $6.8 million logged in January.


Among the big spenders, Magellan says Sports was the most-used genre by nine brands. Three used Comedy podcasts the most, while two others used News podcasts the most according to the analysis.


Magellan AI’s monthly ranking of brands that delivered the biggest increases in spending in the medium – its list of movers and shakers – is led by the dental provider Byte, which spent $630,000 on podcast ads during February versus $34,000 a month earlier. Soda and snack food giant PepsiCo ranked second, as it tripled its podcast ad spending to cash in on Super Bowl viewing. The jump by Anheuser-Busch, which also more than tripled its podcast ad spending month-to-month likely reflected Super Bowl marketing campaigns. It also ran some ads tied to the NBA according to Magellan AI.


The ranking of movers and shakers also includes several brands that have spent with podcasts in the past but stepped up their spending in February. That includes Etsy, which spent $614,000 last month, as well as Sleep Number ($494,700), Greely ($202,100), and Allstate ($152,200), among others.


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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