One of my favorite advertising platforms is podcasts.
Why?
Most advertisers are smaller companies using direct response.
But more and more larger companies are coming in.
Magellan AI says podcasting’s biggest advertisers spent a combined $49,523,300.
Two-thirds of the top brands also increased podcast ad levels.
BetterHelp led the way with $8.3 million in spending; the second highest was Amazon, which spent $4.9 million.
Podcasting can target specific audiences.
Sports was the genre most used by the largest advertisers. 9 of the top 15 advertisers put most of their ad dollars into sports.
Comedy, Health & fitness, and Society & Culture were other top target audiences.
Here is the top 10:
| Advertiser | March Spending |
| Better Help | $8,291,000 |
| Amazon | $4,851,300 |
| VGW | $4,150,500 |
| Toyota | $3,698,500 |
| Athletic Greens | $3,382,200 |
| Shopify | $3,276,400 |
| BP | $2,920,400 |
| MGM Resorts | $2,666,400 |
| Hello Fresh | $2,591,000 |
| American Express | $2,537,500 |
Booking Holdings is the company that owns travel sites like Booking.com, Kayak, and Priceline for the upcoming summer travel season. Spent $1.1 million on podcast ads in April.
Fisher Investments spent nearly $300,000 on podcast ads. Fisher spent less than $30,000 in the prior month. The direct response advertising saw great results.
Want to test podcast advertising?
We can help you make it work.
Give us a call at 615-933-4647 or email Michael at [email protected].
