Magellan AI released its Podcast Advertising Benchmark Report for Q2 2024. The 19-slide public PDF dives deep into Magellan’s specialties — the who, how, and how much of podcast advertisers.
It’s not a survey; Magellan’s tech analyzed over 101,000 episodes of popular podcasts. To account for dynamic insertion, which can change advertisers within single episodes, Magellan sampled multiple copies of certain episodes. All of this is Magellan’s proprietary tech.
The topline results of this exercise is below:
We note with interest (above) the 3.6x growth in podcast advertising from the Gaming industry.
Overall Q2 asd spend exceeded the first quarter by seven percent, and the year-over-year increase for Q2 was 22%.
Who is advertising the most? Followers of Magellan’s monthly breakouts won’t be surprised to learn the top advertiser is BetterHelp. In our monthly tracking of Magellan rankers, BetterHelp’s monthly grip on the #1 slot goes back to 2021.
Magellan asks the question: Which industries are growing the most? We learn the following advertisers are increasing their investment the most:
- Gaming (+256%)
- Jewelry (+94%)
- Eyewear (+74%)
- Real Estate (+67%)
- Travel (+49%)
Rate of growth is different from the number of brand advertisers per industry. Magellan enlightens us as shown below:
There is much ore to Magellan’s benchmarking, including a Q3 watchlist (six brands with big spending jumps), spending allocations on “big shows,” new brands coming into the space (and how much they spend), ad loads per podcast topic category (hint: True Crime dominates), how ad loads differ by episode length, how podcasts which simulcast on YouTube stack up in all this, ad lengths and positions, single-advertiser podcasts, and more.
Get it all HERE.