Podcast advertising research and solutions company Magellan AI has released the Q4 2024 edition of its Podcast advertising benchmark report.
The source material for this study comprised over 96,000 podcast episodes; Magellan calls them “popular” podcasts. The company deployed a proprietary model to estimate advertising spend, and that method incorporates number of ads, variations, number of downloads, CPM advertiser pricing, type of ad (host-read or produced), addelivery method (e.g. programmatic, num-of-network, direct purchase).
Key Findings
Magellan puts six major metrics up front in the deck. All of the comparative findings below are upward moving over time:
The Leaders
Magellan specializes inlisting top advertisers and spend amounts; we get a top 10 list in this Q4 release (below). These 10 companies spent an estimated $124 million, a 33% increase over the estimated Q3 number. Another point: the list is fairly stable,with eight of ten repeating from Q3. )Activision and FanDuel are the newcomers for Q4).
Magellan identifies the four top industries in podcast advertising, and the number of brand advertisers in Business each;
- Software & Services (675 brands)
- Financial Services (558 brands)
- Food (67 brands)
- Television & Film (411 brands)
Newcomers, Loads, Lengths, Positions
The back end of Magellan’s deck contains a wealth of interesting statistical details in the following areas:
- How ad types differ between RSS podcasts and YouTube podcasts (which Magellan callsSimulcasts);
- Ad-spend differences in direct response advertising and brand awareness advertising;
- Which content categories had the most new brands (sneak peek: Sports);
- An anlysis of ad lengths and positions
- Another analysis of single-advertiser podcasts.
Magellan will present its study in a real-time Webinar tomorrow, Thursday February 27. (Register HERE.). Attendees will get a much fuller and more complete understanding of this research than we provide here.
