September 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
New Balance
Samsung
Samsung’s 1172% increase in spend landed them on both the the top movers & shakers and top spenders lists in September. Magellan AI first detected the brand in late 2017, but Samsung never spent over $1mm in a single year til 2021. This year despite not spending much earlier in the year, Samsung is still on track to outspend 2021
Samsung targeted Society & Culture and Comedy podcasts like The Fantasy Footballers Podcast and Optimal Health Daily with brand awareness ads. The ads are primarily placed in a mid-roll position and averaged 60 seconds.
Instacart
Instacart's 35x increase in spend between August and September included both programmatic and host read ads. Prior to this year Instacart has not been a major advertiser in the podcast space since 2019.
Hear the brand awareness ads on Dan Snow’s History Hit and Pardon My Take. The ads are primarily placed in a mid-roll position and ranged from 30 to 120 seconds.
Ridge Wallet
Ridge Wallet spent over $200k on podcasts this month, which is more than double what Ridge Wallet has ever spend in a single month prior. Historically Ridge Wallet has spend $300k to $400k annually so this may signify a major shift in its spending activity
Ridge Wallet’s direct response ads were primarily placed in a mid-roll position on podcasts in the Society & Culture and Sports genres. Hear the ads on KFC Radio and The Roman Atwood 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.
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