ARN’s iHeart and Magellan AI have released the Q4 2024 report of the top 15 advertisers on Australian podcasts, with Airbnb No 1, and the top 3 the same as Q2, but in a reversed order. BetterHelp is a subsidiary of US telemedicine company Teladoc Health.
Airbnb prioritised podcast ad spend in the lead up to the holiday period, investing in Australian podcasts including She’s On The Money, Mamamia Out Loud, Toni & Ryan and Straight Talk with Mark Bouris. It would be interesting to know which Australian podcasts gambling companies GVC Australia and Flutter Entertainment were also focusing on.
True Crime was the most invested in genre.
The Top 15 advertisers for Q4 2024 are:
1. Airbnb
2. McDonald’s
3. Teladoc Health
4. Commbank
5. Harvey Norman
6. Nature’s Way
7. GVC Australia
8. Woolworths
9. Toyota
10. Shopify
11. Wise
12. NAB
13. Squarespace
14. Flutter Entertainment
15. Priceline Pharmacy
As part of the report, the agency who invests the most into the Australian podcast industry for each quarter is awarded with EssenceMediacom Australia (Sydney). receiving the Australian Agency of the Quarter award for the second time in a row.
The Top Advertisers report uses artificial intelligence to analyse thousands of episodes from 600+ of Australia’s most popular podcasts, determining the top brands advertising in the medium.
