August 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
New Balance
New Balance’s 1532% increase in spend landed them on the top movers & shakers lists in August. Magellan AI first detected the brand in 2019, but New Balance didn’t start spend big on a campaign til the autumn of 2021. This year New Balance appears to have kicked off that campaign a month early in August. The autumn is a big season for runners with many 5ks and marathons taking place, so it is understandable why New Balance targets it for their campaign.
New Balance targeted Sports and Health & Fitness podcasts like Big Picture Science and Ali on the Run Show with brand awareness ads that highlighted New Balance shoe technology. The ads are primarily placed in a mid-roll position and averaged 60 seconds.
Aspiration Financial
Aspiration’s 6x increase in spend between July and August included ads promoting how Aspiration is a better moral choice than other major credit card brands. Last year Aspiration ran a similar fall campaign promoting their service, and it looks like they are running a similar campaign this month.
Hear the brand awareness ads on Social Proof Podcast and Pantsuit Politics. The majority of the ads are host-read ads in a mid-roll position averaging just over 1 minute in length.
Sport Clips
Sport Clips spent over $150k on podcasts for the first time in this month. Prior to August Sport Clips was being outspent by competitor SuperCuts, but has now eclipsed them. This is the first time we have seen a major spend increase from Sport Clips for the month of August, in prior years increases have occurred in October and December.
Sport Clip's host-read brand awareness ads were primarily placed in a pre-roll position on podcasts in the Sports and Comedy genres. Hear the ads on Spittin Chiclets and The Art of Manliness Podcast.
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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