"Podcast advertising analytics platform Magellan AI has released the Q3 edition of its quarterly podcast advertising benchmark report. In it, we learn that Q3 spending rose compared to Q2, and also compared to the previous year's Q2. We also learn: Most of the top spenders appear in both reports. More new brands joined the fray. Ad load increased. The gaming industry was ravenous for podcast ad spots. Twenty percent of new brands bought ads in sports podcasts."
"These quarterly releaes from Magellan are intriguing in their detail. For example, we discover the following about new brands entering the space in Q3: 1,689 new brands Average spend: $33,900 Average spot length 49 seconds Most frequent placement: Mid-roll We learn that about eight percent of episode time is given to advertisements - that includes brand advertisers and "pod-on-pod" promotions. The short-term quarterly history of this metric is stable; no trend is discernable over five quarters."
Q3 podcast ad spending increased compared with Q2 and the prior year's Q2. Nine of ten top spenders appeared quarter-over-quarter, with companies like BetterHelp, Amazon, Toyota, and Quince among leaders. Financial services was the largest industry spender at $89.6 million in Q3, up 8% from Q2. A total of 1,689 new brands entered in Q3, averaging $33,900 spend, 49-second spots, and favoring mid-roll placements. Gaming showed strong demand for ad spots, and 20% of new brands bought ads in sports podcasts. Ad load rose, with about 8% of episode time allocated to ads, stable over five quarters.
Read at RAIN News
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