Insights Looks At What Top Podcast Advertisers Spend

CUMULUS MEDIA | Westwood One analyzed Q1 2021 podcast advertising data in this week's Westwood One blog from MediaRadar, the firm that tracks podcast advertising occurrences and spend. MediaRadar analyzes 2,052 podcast advertisers and monitors the top 500 podcasts. The analysis outlines what brands need to do to be big-time podcast advertisers.

• According to an Advertiser Perceptions study commissioned by CUMULUS MEDIA | Westwood One, brand and agency podcast spending intentions are at an all-time high: 46% of agencies and brands say they definitely would consider advertising in podcasting in the next six months. 37% say they definitely would advertise in podcasts.
• The 5:51 rule: The top 100 podcast brands are the 5% of advertisers who represent 51% of spend: The top 100 spending brands are the 5% of podcast advertisers that generate 51% of total spend. The 101-410 top brands represent 15% of advertisers and generate 33% of the total spend.
• Most podcast creators and podcast advertisers are dabbling in the medium: Only a handful of advertisers are seriously using the podcast platform. It is a similar story with podcast creators. While there are two million available podcasts on Apple, only a small portion have produced multiple episodes.
• It take $500,000 per quarter for brands to be considered serious podcast advertisers: In Q1 2021, MediaRadar reports the average spend of the top 100 podcast advertisers is half a million dollars per quarter.
• Q1 2021 top ten fastest growth categories for podcasts: Technology, home furnishings, and medical/pharmaceutical lead.
• The top podcast networks reach most podcast listeners: Nielsen Scarborough reports 87% of podcast listeners are reached by the 160 major podcast titles they measure from 13 podcast firms.