Australian podcast ad spend jumped up in Q1; 15 top spenders listed

iHeartPodcast Network Australia, operated by media group ARN, has partnered with Magellan AI to quantify ad spend, and the top spenders, in the Aussie market during Q1.

The headline number: Overall ad spend on podcasts grew 52% in Q1, year over year. The news comes with some fine tuning: “Investment into key genres has also rapidly increased across the entire podcast landscape from 2021 to 2022. Advertising in the Sports genre has increased by 202% with News up 125% and Comedy also increasing 117%.

Magellan AI identifies that top 15 podcast Advertisers contributing to the gains in Q1:

  • DoorDash
  • Telstra
  • Acorn TV
  • Amazon
  • ShopBack
  • Sleeping Duck
  • Macquarie Bank
  • Ecosa
  • Peters Ice Cream
  • AAMI
  • BetterHelp
  • Mercedes Benz
  • Officeworks
  • Optus

Magellan says this about its methodology: “Magellan AI’s sampling method “listens” to 400+ of the most popular podcasts in Australia and ingests the audio to identify ads within the content. The proprietary model then determines advertisers’ spend based on proven inputs. The model factors in the number of ads detected, variation in ad load, types of ads, and multiple episode samples to identify and account for dynamic insertion. Additionally, Magellan AI’s international sampling allows for comparison across different regions to ensure the ads and spend are specific to Australia.”


Brad Hill