Three brands dominate podcast ad spend; $48M in top-15 (Magellan AI, October)

In Magellan AI’s reckoning of the top podcast advertisers (by spend) in October, we see a lot of repetition from the previous months. Nine of the top 15 in the previous month of September landed on the October list again.

Below is our month-over-month comparison. Podcasts highlighted in yellow are repeats from the previous month.

Note that October (nine repeats) was even more repetitive than September (six repeats).

The October ranking represents over $48-million piled into podcast marketing by the top 15 advertisers.

BetterHelp (an online counseling and therapy service) doesn’t merely top the list month over month (in our records going back to early 2021), it does so with mighty monthly investments in podcasting compared to others. The October spend was $8.3-million (less than $10.5-million piled into podcasts in September). Amazon, ranking #2 on the spend list, invested $6.6-million in podcast marketing. Every company on the August list spent at least $1.8-million.

Magellan’s list below; see the source HERE.)


Brad Hill