October 2021: 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
Cisco
Cisco’s 1544% increase in spend last month was split between promoting their core brand, Cisco, and their Webex suite.
The ads promoting the Webex suite were short, brand awareness ads featuring creative about “enabling a hybrid workforce.” Magellan AI first detected Webex in June of 2020 but most months since then, we have not detected any ads. In October, Webex added 25 shows to their media plan and placed ads primarily in pre- and mid-roll positions.
The ads averaged :30 seconds in length and can be heard on Strawberry Letter and Over My Body.
Cisco’s more general brand-messaging featured produced ads, many on CNN shows. The ads appeared in pre-roll positions 31% of the time and the brief, 15-second ads gave a call-to-action to visit cisco.com/go/bridgetopossible. Hear one of Cisco’s ads on Prime Time with Chris Cuomo.
Fiat Chrylser
Fiat Chrysler increased spend 316% between September and October similar to their seasonal increase in spend in 2020. The brand’s highest spending months in 2020 were September and October when they promoted Chrysler Pacifica and Dodge. This year, the increase in spend was driven by RAM Trucks and the long-awaited update to the Jeep Wagoneer.
Ads for RAM Trucks were most commonly detected in pre- and mid-roll positions in Sports shows. In January 2020, RAM Trucks added 25 shows to their media plan and have kept a constant but minimal presence in podcasts until increasing their spend and reach last month.
Hear their brand-awareness ads on Split Ends and NFL: Good Morning Football.
The Jeep Grand Wagoneer was first released as a luxury vehicle in the 1980s and Jeep announced in 2011 that an updated model was in the works. The new Wagoneer arrived at dealerships this summer and the Grand Wagoneer is expected to arrive at dealerships by the end of the year. Magellan AI first detected ads for the Wagoneer in August and the brand added 13 shows to their media plan in October. The brand awareness ads were most commonly detected in business shows, in a mid-roll position. Hear the ads on Masters in Business and Prognosis: Breakthrough.
Uncommon Goods
Born out of the founder’s favorite craft show finds, Uncommon Goods has become a destination for unique gifts. Magellan AI first detected ads for Uncommon Goods leading up to the gift-giving season in November of 2019. In the years since, the brand increased their presence for seasonal campaigns, adding shows to their media plan in October and November in 2019, 2020, and now again in 2021. Between September and October this year, the brand increased spend by 405%.
90% of the direct-response ads were detected in a mid-roll position and offered a discount with a show-specific code. Hear the host-read ads in #MOMTRUTHS and The Angry Therapist 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.
Want to get notified when we publish a new post? Sign up here.
