New data – from ARN’s iHeart and Magellan AI – has revealed Australia’s top 15 brands advertising on Australian podcasts for Q1 2023.
The report, which uses the latest artificial intelligence technology, analyses thousands of episodes from 400+ of Australia’s most popular podcasts to determine the top brands advertising in this rapidly growing medium.
Overall, Q1 spending on Australian podcast advertising grew by 43% year on year, indicating a clear trend of brands increasing their investment in podcast advertising. The report found that all podcast categories saw an increase in investment, with Technology (up 267%), Education (up 186%), and True Crime (up 157%) genres seeing the most exponential year on year growth.
The Q1 2023 list of top spenders on Australian podcast advertising features brands from a broad range of categories including finance, telco, and entertainment, with McDonald’s, Amazon, and Stan the top 3 ad spenders.
Corey Layton, ARN’s head of Digital Audio, said that brands are increasingly recognising the value of podcast advertising as a way to effectively reach and engage with audiences.
“This report reflects how podcasts are the fastest growing mass medium, with brands rapidly leaning into its potential. We are thrilled to see the diverse range of advertisers investing in podcasts and are excited to continue working with our clients to harness their power,” he said.
Top 15 podcast advertisers in Australia in Q1 2023:
Earlier this year, ARN’s iHeart has shared new data from Magellan AI, which has revealed the top 15 brands advertising for Q4, 2022 across the podcast landscape nationally.
See also: iHeart reveals TV & Film podcasts ad investment increases 110% in fourth quarter
Using the latest in artificial intelligence technology, the report is based on analysing thousands of episodes from 400+ of Australia’s most popular podcasts for Q4 2022 to determine which brands are advertising in the rapidly growing medium.
Overall, spending on Australian podcast advertising grew by 36% year on year.
All podcast categories except for Technology saw an increase in investment year on year, with podcast genres TV & Film (up 110%), Education (up 100%), and True Crime (up 87%) seeing the most exponential growth.