ARN’s iHeart has today shared new data from Magellan AI, which has revealed the top 15 brands advertising for Q3, 2022 across the podcast landscape nationally.
Using the latest in artificial intelligence technology, the report is based on analysing thousands of episodes from 400+ of Australia’s most popular podcasts for Q3 2022 to determine which brands are advertising in the rapidly growing medium.
Overall, spending on Australian podcast advertising grew by 33% year on year compared to Q3, 2021. Advertising spend across the TV & Film category grew the most rapidly by 285% from this time last year. Other podcast genres to exponentially grow in investment year on year are History (up 115%), True Crime (up 91%), and Sports (up 62%).
The Q3, 2022 list of the top spenders across podcast advertising once again features brands from a broad range of categories including online retailers, finance and entertainment.
Top 15 podcast advertisers in Australia in 2022
o Monash University
o Budget Direct
o Macquarie Bank
o Sleeping Duck
How the data is analysed
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.