Magellan AI analyzes podcast advertising data from thousands of podcasts in the U.S. To prepare the latest Quarterly Benchmark Report, we analyzed 109,000 episodes of popular podcasts to uncover the behaviors, trends, and insights from Q1 2024. Our benchmark report covers the fastest growing industries in podcast advertising, where and how dollars were spent, how genres measure up by ad load and new brands, and common ad lengths & positions.
Some of our key findings this quarter include:
- +39% Y/Y spend
Podcast ad spending continued to climb in Q1, increasing 39% year-over-year
- 60% repeat top-10 spenders
Six of the top 10 spenders in Q1 were also on our Q4 '23 top spenders list, with two appearing for the first time this quarter
- 1,488 new brands
We picked up 1,488 new brands advertising on podcasting for the first time
- 6.42% average ad load
Not including ads promoting other podcasts, average ad load increased a tick from 6.21% in Q4 to 6.42% this quarter.
- 2x ad spend in Hair Care
Spend in the Hair Care industry saw significant gains, doubling quarter-over-quarter. Brands like Nutrafol, Hims, and Prose lead the way.
- 42% share of :30 ads
The share of 30-second ad units grew to 42% in Q1, two percentage points more than Q4 '23.
For a deeper dive on these numbers and much more, head over to our download page to get a free copy of the full benchmark report!
