Magellan Q1 report finds podcast spend up 13%
Podcast ad spend rose 13% in the first quarter to $77 million from 2021, according to Magellan AI’s Podcast Advertising Benchmark report. Seven of the top 10 spenders were also on its top spenders list in the fourth quarter, while 9 of the top 10 were on at least one of its quarterly top spenders list in 2021. More than 1,875 new brands released podcasts for the first time, up 305 advertisers from the same quarter last year.
The results come from an analysis of 68,000 popular podcast episodes. Average ad load fell from 5.98% in Q4 to 5.51% in Q1, while 30-second ads were the most commonly detected length and mid-roll ads were the most commonly detected position .
So how much are advertisers spending on the most popular shows? Top 500 shows generated 58% of podcast ad spend in Q1 22, about the same as Q4 2021. Top 500 podcasts generated an average of $227,000 in revenue per month in Q1 2022. podcasts ranked 501-3000 generated an average of $31,000 per month in revenue in Q1 2022.
Magellan looked at Q4 2021 versus Q1 2022 and determined that the fastest growing advertising industry, quarter-over-quarter, was web hosting, followed by home goods, travel, fitness and nutritional supplements. Overall, the top spending industries were financial services, business services, food, and television and film.
Download the full Q1 2022 report here.