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Top 15 Australian podcast advertisers revealed by ARN's iHeart and Magellan AI for Q1

Top 15 Australian podcast advertisers revealed by ARN's iHeart and Magellan AI for Q1

August 17, 2023

The top 15 brands advertising on Australian podcasts for Q1 2023 have been identified by new data that ARN's iHeart has shared with Magellan AI.

The biggest spenders are McDonald's, Amazon, and Stan as investment rises by 43% YOY

The report, which makes use of the most recent advances in artificial intelligence, analyses thousands of episodes from more than 400 of Australia's most popular podcasts to identify the top brands using this rapidly expanding medium for advertising.

Brands are becoming more aware of the value of podcast advertising as a means of efficiently reaching and interacting with audiences, according to Corey Layton, Head of Digital Audio at ARN.

The fastest-growing mass medium, podcasts are being quickly embraced by brands, as this report demonstrates. We are thrilled to see such a wide variety of advertisers supporting podcasts, and we can't wait to keep collaborating with our clients to maximise their impact," he said.

It is clear that brands are increasing their investment in podcast advertising as the total amount spent on Australian podcast advertising in Q1 increased by 43% year over year. All podcast genres saw an increase in investment, according to the report, with the most rapid growth occuring in the Technology (up 267%), Education (up 186%), and True Crime (up 157%) genres.

Brands from a wide range of industries, including finance, telco, and entertainment are represented on the Q1 2023 list of top spenders on Australian podcast advertising, with McDonald's, Amazon, and Stan ranking as the top 3 advertisers.

The sampling method used by Magellan AI "listens" to more than 400 of Australia's most popular podcasts and consumes the audio to find advertisements within the narrative. Then, based on validated inputs, the proprietary model determines advertisers' spend.

To recognise and account for dynamic insertion, the model considers the quantity of ads detected, variation in ad load, types of ads, and multiple episode samples. Additionally, to confirm that the ads and spending are particular to Australia, Magellan AI's global sampling enables comparison across various regions.