ARN iHeart and Magellan AI have released their Top 15 Podcast Advertisers list for Q2 2024 as well as a new initiative to recognise the brands and agencies investing the most into the Australian podcast industry.
Each quarter iHeart will now present an Australian Agency of the Quarter award to the agency that dedicates the highest ad spend to podcasts that period. The award, for Q2, has been presented to OMD Australia.
Corey Layton, ARN’s Head of Digital Audio, said:
“This award highlights the immense impact that brands and agencies have through their investment and proven ROI into the podcast industry. By recognising the leaders who are driving significant investment, we aim to inspire the continued growth within the podcasting space.”
Marelle Salib, Chief Investment Officer OMD, added:
“Advertising in podcasts offers a unique platform to engage deeply with audiences in a way that’s personal and impactful. Messaging woven seamlessly and authentically into content listeners resonate with, provides brands the opportunity to connect and leave a lasting impression. Podcasts are an evolving space for creativity and a strategic channel to reach niche and engaged communities.”
In the Top 15 Advertisers list for Q2 2024 mental health platform BetterHelp has invested the most into podcasts, followed by McDonald’s, who were No 1 last quarter and Airbnb rounding out the Top 3.
Magellan AI’s reporting utilises artificial intelligence to analyse thousands of episodes from more than 400 Australian podcasts to find the top brands in the medium. The findings also showed a continued increase in investment across most podcast genres, particularly business and comedy.
The Top 15 advertisers for Q2 2024 are:
