Podcast advertising continued its robust growth in the first half of 2025, as detailed in Magellan AI’s midyear review presented at Podcast Movement 2024. The report, analyzing data from thousands of U.S. podcasts, highlights a 28% year-over-year increase in ad spending in Q2 2025, following a 39% rise in Q1 2024.
Key trends include:
- New Brands and Industries: Q2 2025 saw 1,196 new brands entering podcast advertising, a 17% increase from Q1, with an average spend of $42,000 for new entrants, doubling year-over-year. Sports podcasts were particularly attractive, with 20% of new brands including them in their media plans. Fast-growing industries included telecom, with a 72% ad spend increase in Australia’s Q2 2025, led by brands like Telstra and Aussie Broadband.
- Top Spenders: Eight of the top 10 advertisers in Q2 2025 were repeat spenders from Q1, with one new entrant. In July 2025 alone, the top 15 advertisers spent nearly $60 million, with BetterHelp ($6.3 million) and Amazon ($6.1 million) leading, favoring Comedy and Sports genres.
- Ad Load and Placements: The average ad load rose to 7.35% in Q4 2024 from 7.09% in Q3, though it slightly dipped from peak levels due to fewer cross-promotional ads. Brand awareness campaigns dominated, comprising 82% of ads in Australia’s Q2 2025.
- Global Expansion: Magellan AI’s data, covering markets like the U.S., Canada, UK, Ireland, Germany, and Australia, shows podcasting’s global appeal. Their platform, analyzing over 94,938 episodes in Q2 2025, emphasizes precise ad tracking and attribution, with tools like pixel-based tracking and attention metrics via partnerships with firms like Adelaide.