June 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
Misfits Market
Misfits Market’s 642% increase in spend landed them on the top movers & shakers lists for the first time in June. Magellan AI first detected the brand in June 2021 when it ran a 4 month campaign through the end of the summer. This year Misfits Market appears to have kicked off a similar campaign, though how long it will run remains to be seen.
Misfits Market targeted comedy podcasts like Where My Moms At? w/ Christina P, Two Judgey Girls, and Gals on the Go with brand awareness ad copy that highlighted their seasonal produce. The ads are primarily placed in a mid-roll position and average 90 seconds.
Zapier
Zapier’s 5x increase in spend between May and June included ads promoting the full capabilities of Zapier on Business and Tech podcasts. In the ads hosts personalized their message by highlighting how they use Zapier and why they like it.
Hear the direct response ads in Social Proof Podcast and In the Bubble with Andy Slavitt. The majority of the ads are host-read ads in a mid-roll position averaging just over 1 minute in length.
Omaha Steaks
Historically, June has been Omaha Steaks’ highest spend month for the past 3 years. Over the last couple of years Omaha steaks has established itself as a consistent seasonal advertiser, promoting heavily in June for Father’s Day. Omaha Steaks also ramps up its spend in December for the Holidays.
The direct response ads are primarily placed in a mid-roll position on podcasts in the Sports and News genres. Hear the ads on Bertcast and Grilling JR.
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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