New data from Australia’s leading podcast publisher ARN’s iHeartPodcast Network and Magellan AI has revealed the top 15 brands advertising across the entire Australian podcast landscape.
The report is based on analysing thousands of episodes from 400+ of the most popular podcasts in Australia in Q4 2021 to determine which brands are spending, encouraging marketers to leap into the rapidly growing medium.
The Q4 list features brands from a broad range of categories across banking, automobile, FMCG, entertainment and online retail outlets, demonstrating that podcasts are a growth sector for advertisers.
Overall, spending on Australian podcast advertising increased by 14% from Q3 2021, with genres including Society & Culture, True Crime and News securing the most spend.
Top 15 podcast advertisers in Australia in Q4 2021
- Open Universities Australia
- The Smith’s Snackfood Company
- American Express
- The Body Shop
- Sleeping Duck
- Macquarie Bank
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.