May 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
Cadillac
Cadillac started advertising on podcasts for the first time in May 2022, spending over $400k. They were primarily promoting the all-electric 2023 Cadillac IONIQ. This mirrors a trend we first detected last month, with competitors like Chevrolet and Hyundai promoting their electric vehicles.
Hear the brand awareness ads on I Weigh with Jameela Jamil and People I (Mostly) Admire. The ads are a mix of host-read and produced, primarily in mid-roll positions averaging around 60 seconds in length.
PenFed Credit Union
PenFed has been advertising on podcasts since January 2019. In May 2022 PenFed spent $340k, a 317% increase from April. Compare that to last year PenFed also increased spend in May 2021, by around 55%.
PenFed Credit Union advertised on shows like Consider This from NPR and Mike Drop, with brand awareness ads promoting their checking and savings accounts. The ads were primarily produced in a mid-roll position and averaged 60 seconds in length.
Amtrak
Amtrak spent on podcasts for the first time in 2022, spending around $200k. Last year Amtrak only ran ads on podcasts in June, July, and August. This would indicate that Amtrak is planning on running a similar campaign this summer.
Hear the brand awareness ads on MMA Fighting and The Review. The ads are primarily produced produced, pre-roll, 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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