March 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
Roundup
Roundup increased its spend from $0 in February to spending $300k in March 2022. This increase in spend appears to be driven by the beginning of Spring and follows the trend of other lawn care companies in the space. For example lawn company Sunday close to tripled its spend in March. Based on historical trends we would expect both companies to continue spending on podcasts through June.
Hear the brand awareness ads in The Bill Simmons Podcastl and Dumb People Town. The ads are a mix of host-read and produced, primarily in mid-roll positions averaging around 30 seconds in length.
Coinbase
March marks the most the crypto exchange has ever spent in a single month, at a little over $400k. This is notable because in a single month Coinbase has spent around 75% of its 2021 podcast budget. What also makes Coinbase unique is that it tends to advertise on the same shows, up to 2 months on average.
Coinbase advertised on shows like Impact Theory with Tom Bilyeu and Grilling JR, with direct response ads that highlighted its ease of use. The ads were primarily host-read in a mid-roll position and averaged 120 seconds.
Logitech
Logitech’s 553% increase in spend landed them on our top movers & shakers lists for March. Magellan AI first detected the brand in February 2018 but it really started to pick up its spending in 2021, when it spent close to $700k. Fast forward to 2022 where Logitech has already spent $530k.
In its ads Logitech is promoting its computer accessory line. Advertising on Society & Culture, Comedy, and History shows like Conan O’Brian Needs a Friend, Ridiculous History, and Here’s the Thing with Alec Baldwin, the brand ran primarily mid-roll host-read and programmatic ads, averaging around 60s 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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