Australian podcast advertising has grown across the podcast landscape nationally, according to new data from Magellan AI.
Using the latest in artificial intelligence technology, the new data revealed the top 15 brands advertising for Q3, 2022
The report is based on analysing thousands of episodes from more than 400 of Australia’s most popular podcasts for Q3 2022 to determine which brands are advertising in the rapidly growing medium.
Overall, spending on Australian podcast advertising grew by 33% year on year compared to Q3, 2021. Advertising spend across the TV & Film category grew the most rapidly by 285% from this time last year.
Other podcast genres to exponentially grow in investment year on year are History (up 115%), True Crime (up 91%), and Sports (up 62%).
The Q3, 2022 list of the top spenders across podcast advertising once again features brands from a broad range of categories including online retailers, finance and entertainment.
The previous report in August revealed that podcast advertising spend grew by 72% year on year and 29% compared to Q1, 2022.
See also: iHeart reveals podcast advertising spend grew 72% in second quarter
Amazon was the top podcast advertiser for Q2, followed by McDonald’s and beauty group, L’Oreal. In Q1, monday.com came in at the top, yet slid to eighth in Q2.
Advertising spend across the True Crime category grew the most rapidly by 205% in Q2. Other podcast genres to exponentially grow in investment year on year are Kids & Family (up 190%), Technology (up 189%), and Arts (up 180%).
Magellan AI’s sampling method “listens” to more than 400 of the most popular podcasts in Australia and ingests the audio to identify ads within the content. The proprietary model then determines advertisers’ spend based on proven inputs.
The model factors in the number of ads detected, variation in ad load, types of ads, and multiple episode samples to identify and account for dynamic insertion.
Additionally, Magellan AI’s international sampling allows for comparison across different regions to ensure the ads and spend are specific to Australia.