April 2022: Top spenders, movers and shakers in podcast advertising
In addition to our monthly post, we review the previous month's creative, trends, and spend in our market update webinar. Register to join us!
Top Spenders
Top movers & shakers
Chevrolet
Chevrolet increased its spend by $600k in April 2022, marking the first time it has spent over $100k in a single month. This increase in spend is driven by the release of the fully electric 2023 Chevrolet Bolt. Mirroring this trend, fellow top mover & shaker Hyundai made the list promoting the launch of its fully electric 2023 Hyundai Ioniq 5.
Hear the brand awareness ads on Ologies with Allie Ward and Freakonomics Radio. The ads are a mix of host-read and produced, primarily in mid-roll positions averaging around 60 seconds in length.
Aura Frame
For two years in a row Aura Frame has increased spend during the month of April to promote its product for Mother’s Day. In April 2021 it spent a modest $50k running Mother’s Day ads. In contrast in April 2022 it spent $590k. In April 2022 half of the ads Aura ran were on True Crime shows.
Aura Frame advertised on shows like Small Time Murder and Bananas, with direct response ads promoting their product as a gift for Mother’s Day. The ads were primarily host-read, in a mid-roll position, and averaged 120 seconds in length.
StoryWorth
Similar to Aura Frame, StoryWorth has increased its spend in April for Mother's Day since 2019. April 2022 marks the most it has ever spent in April, over $700k. StoryWorth is a brand to watch because historically it has also increased its spend in June for Father’s Day.
Hear the direct response ads on Pantsuit Politics and Happier with Gretchen Rubin. The ads are a mix of host-read and produced, primarily in mid-roll positions averaging around 60 seconds in length.
Methodology
Magellan AI analyzes podcast advertising data from the top 3,000 podcasts in the U.S., as ranked by Apple Podcasts. For parts of this analysis, we relied on Magellan AI’s proprietary model to estimate advertising spend. Our model incorporates a number of factors, including:
- The number of ads and variation in ad load detected for a given episode
- Number of downloads for each episode
- CPM, as reported on select media kits and estimated based on popularity
From time to time we adjust our model based on new inputs and user input.
Magellan AI creates tools that help marketers at brands like SimpliSafe, Wix, and BetterHelp spend intelligently on podcast advertising. Podcast publishers like WNYC and Audioboom use Magellan to track advertisers spending money in the podcast space. Learn More.
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