ARN’s iHeart and Magellan AI have unveiled the top 15 brands advertising on Australian podcasts in Q3 2024, with online therapy provider BetterHelp emerging as the leading investor in Australian podcasts this period.
They invested heavily into Australian podcasts across a range of shows and publishers including Australian True Crime, Dyl & Friends, Morbid, The Imperfects, Toni and Ryan plus Outspoken.
The report also found an increased spend of 92% into the True Crime category year-on-year with Comedy podcast investment also on the rise.
The Top 15 Advertisers for Q3 2024 on Australian podcast advertising features brands from a broad range of categories including technology, finance, retail, and healthcare. Airbnb and Amazon follow BetterHelp on the list as having the highest investment.
The Top 15 advertisers for Q3 2024 are:
1. BetterHelp
2. Airbnb
3. Amazon
4. Wise
5. Commbank
6. Entain
7. ANZ
8. Specsavers
9. Unilever
10. Aussie Broadband
11. McDonald’s
12. Myer
13. Booking.com
14. Vanta
15. American Express
As announced last quarter, iHeart, in partnership with Magellan AI, have launched a new award to recognise and celebrate the brands and agencies investing most into the Australian podcast industry. For Q3 2024, the Australian Agency of the Quarter Award has been presented to EssenceMediacom (Sydney), recognising their substantial advertising spend on podcasts during this quarter.
Corey Layton, ARN’s head of digital Audio, said: “Through our AI powered Magellan AI partnership we continue to see an ever-growing list of brands engaging in Australia’s fastest growing mass medium. This quarter is no exception as showcased by the breadth of brands and shows across the entire industry that are being utilised.”
Sarah James, EssenceMediacom chief investment officer, said: “Podcasts offer a high level of intimacy and engagement, making them a powerful lean-back environment for brands to connect with audiences. Thanks to iHeart for recognising EssenceMediacom as Podcast Agency of the Quarter, validating our commitment to crafting innovative audio strategies that deliver results for our clients in this growing medium.”
The Top Advertisers report uses artificial intelligence to analyse thousands of episodes from 400+ of Australia’s most popular podcasts, determining the top brands advertising in the medium.