Podcast advertising is up 72% YoY: Magellan AI

ARN’s iHeart has shared new data from Magellan AI, which has revealed the top 15 brands advertising for Q2, 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 Q2 2022 to determine which brands are advertising in the rapidly growing medium.

Overall, spending on Australian podcast advertising grew by a huge 72% year on year and 29% compared to Q1, 2022.

Advertising spend across the True Crime category grew the most rapidly by 205% from this time last year.

Other podcast genres to exponentially grow in investment year on year are Kids & Family that increased by 190%, Technology was up 189%, and Arts was up 180%.

The Q2, 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

  • Amazon
  • McDonald’s
  • L’Oreal
  • Neds
  • Sleeping Duck
  • Harvey Norman
  • PayPal
  • Monday.com
  • ANZ
  • Budget Direct
  • The Victorian Government Melbourne
  • Google
  • Bupa
  • Foxtel Group
  • Optus

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