Podcast ad spending kept climbing in Q4 2024, rising 19% year-over-year, per Magellan AI’s latest benchmark report. Monthly expenditures throughout the quarter topped the Q3 average, with December seeing the biggest spike.
Eight of Q3’s top 10 podcast advertisers held their ground in Q4, joined by newcomers Activision and FanDuel. Together, the top 10 shelled out $124 million, a 33% jump from the prior quarter.
Amazon led the pack with $22.2 million, followed by Activision at $17.1 million and BetterHelp at $15.1 million. T-Mobile, Toyota, Shopify, SimpliSafe, and DraftKings also ranked among the heavy hitters.
Some sectors saw massive leaps in ad spending: Shoe brands topped the list with a 145% surge quarter-over-quarter, fueled by names like DSW, TOMS, and Tecovas. Oral hygiene brands nearly doubled their outlay (+99%), with jewelry (+75%), investing services (+74%), and consumer electronics (+49%) not far behind.
The average ad load ticked up from 7.09% in Q3 to 7.35% in Q4, signaling more monetization potential for podcasts. New advertisers favored mid-roll slots, averaging 51 seconds.
Sports and news podcasts saw the biggest rush of new brands, followed by comedy and society & culture. Sports podcasts, in particular, boosted their ad load from 6.48% in Q4 2023 to 8.26% in Q4 2024.
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