New data from podcast advertising analytics platform Magellan AI has revealed the top spenders and emerging advertisers in February 2022.
Data used in Magellan AI’s monthly ‘Top spenders, movers, and shakers in podcast advertising’ report is derived from an analysis of the top 3,000 podcasts in the US – ranked by Apple Podcasts – which estimates advertising spend based on a number of factors such as the number of ads per episode, number of downloads and estimated CPM.
The top mover and shaker of the month was employment website Indeed which spent over $1.3 million in podcast advertising, which is a significant increase compared with the $161,000 spent in January. The first two months of the year are considered the most popular hiring months in the year.
Additionally, travel company Booking Holdings made its first investment in podcasting in February worth over $800,000, which quickly made it the second top mover and shaker of that month, ahead of brewing company Anheuser-Busch. Other companies to make their first podcast investments in February include pet food company Freshpet.
The top advertiser overall remained unchanged, with healthcare company Teladoc Health staying in first place and appearing across 834 shows, most of which were in the comedy genre. Gambling company Flutter Entertainment followed, increasing its ranking from fourth place in January 2023 and replacing Amazon, with over $5.6 million spent across 771 shows, mostly in the sports genre.
Both Amazon and meal-kit company HelloFresh decreased in ranking by one place from the previous month, with Amazon dropping to third place and HelloFresh dropping to fourth, while sports betting company DraftKings remained unchanged in fifth.
Lastly, a number of the top spenders from January 2023, including Rocket Companies, BetOnline and Apple, have left the list and been replaced by bigger spenders such as State Farm, SimplSafe and Squarespace.
In comparison to the US, Amazon was the frequent number one top podcast advertiser in Australia, according to ARN’s iHeart Podcast Network top advertisers report for Q4 2022 with data from Magellan AI. Other popular podcast advertisers include fast-food chain McDonald’s and streaming network Paramount+.
