October 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
Blue Apron
Blue Apron's 344% increase in spend landed them on both the the top movers & shakers lists in October. Magellan AI first detected the brand in late 2017, but this is the most Magellan AI has ever detected Blue Apron spent in a single month
Blue Apron targeted TV & Film and Comedy podcasts like The Fall Line and Darkness Radio with direct response ads. The ads are primarily placed in a mid-roll position and averaged 60 seconds.
Uncommon Goods
Uncommon Good's 5x increase in spend between September and October was from running primarily host-read ads. A seasonal advertiser Uncommon Goods primarily adverise around the holidays, spending 70% of its budget in Q4 last year
Hear the brand awareness ads on Your Own Magic and Your Darkness. The ads are primarily placed in a mid-roll position and ranged from 30 to 120 seconds.
Cabinets To Go
Cabinets to go spent over $160k on podcasts this month, which is notable since it the first month Cabinets To Go has ever spent on podcasts. Cabinets To Go primarily ran host-read ads on networks like ESPN, SXM, and Crooked Media
Cabinet To Go'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 Get Up and Pod Save America.
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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