July 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
Naked Wines
Naked Wine’s 514% increase in spend landed them on the top movers & shakers lists in July. Magellan AI first detected the brand in May 2020, but Naked Wines didn’t start spedning consistently til the beginning of 2021. This year Naked Wines spend has been less consistent, though it doesn't appear to be pulling back any time soon.
Naked Wines targeted History and News podcasts like History Extra Podcast and The Intelligence from The Economist with direct response ads that highlighted how Naked Wines takes the guesswork out of wine selection. The ads are primarily placed in a mid-roll position and averaged 60 seconds.
K12
K12’s 6x increase in spend between June and July included ads promoting how K12 can offer personalized learning for children. Last year K12 ran a 2-month summer campaign promoting their service, and it looks like they are running a similar campaign this month.
Hear the brand awareness ads on The Way I Heard it with Mike Rowe and The Good Life Project. The majority of the ads are host-read ads in a mid-roll position averaging just over 1 minute in length.
Hilton
Hilton spent over $150k on podcasts for the first time in this month, spending around $450k. Compared to its competitors Hilton is currently being outspent by Wyndham and Airbnb in 2022, but that could change if Hilton continues to spend big in the space.
Hilton’s brand awareness ads were primarily placed in a mid-roll position on podcasts in the Society & Culture and Sports genres. Hear the ads on TODAY and Inside the Hive by Vanity Fair.
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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