ARN iHeart‘s top 15 brands advertising on Australian podcasts in Q3 2024 have been announced, with online therapy provider BetterHelp the biggest investor during this period. The report, created with Magellan AI, also found a near double investment in True Crime podcasts year-on-year with the Comedy genre spending also on the rise.
Examples of Australian shows and publishers invested in by BetterHelp include Australian True Crime, Dyl & Friends, Morbid, The Imperfects, Toni and Ryan plus Outspoken.
The Top 15 Advertisers for Q3 2024 on Australian podcast advertising features brands from a broad range of categories including technology, finance, retail, and healthcare. Airbnb and Amazon follow BetterHelp on the list as having the highest investment. BetterHelp was also No 1 in Q2, followed by McDonald’s, who were No 1 in the first quarter then Airbnb.
The Top 15 advertisers for Q3 2024 are below:
As also announced last quarter, iHeart now offer an award to recognise and celebrate the brands and agencies investing most into the Australian podcast industry. That Australian Agency of the Quarter Award was presented to EssenceMediacom (Sydney).
Corey Layton, ARN’s Head of Digital Audio, said:
“Through our AI powered Magellan AI partnership we continue to see an ever-growing list of brands engaging in Australia’s fastest growing mass medium. This quarter is no exception as showcased by the breadth of brands and shows across the entire industry that are being utilised.”
Sarah James, EssenceMediacom Chief Investment Officer, said:
“Podcasts offer a high level of intimacy and engagement, making them a powerful lean-back environment for brands to connect with audiences. Thanks to iHeart for recognising EssenceMediacom as Podcast Agency of the Quarter, validating our commitment to crafting innovative audio strategies that deliver results for our clients in this growing medium.”
AI is used to analyse thousands of episodes from 400+ of Australia’s most popular podcasts to determine the top brands advertising in the medium.