iHeart reveals TV & Film podcasts ad investment increases 110% in fourth quarter


Amazon, McDonald’s and Paramount+ are among the top ad spenders in Q4

ARN’s iHeart has shared new data from Magellan AI, which has revealed the top 15 brands advertising for Q4, 2022 across the podcast landscape nationally.

Using the latest in artificial intelligence technology, the report is based on analysing thousands of episodes from 400+ of Australia’s most popular podcasts for Q4 2022 to determine which brands are advertising in the rapidly growing medium.

Overall, spending on Australian podcast advertising grew by 36% year on year.

All podcast categories except for Technology saw an increase in investment year on year, with podcast genres TV & Film (up 110%), Education (up 100%), and True Crime (up 87%) seeing the most exponential growth.

See also: Australian podcast advertising grows by 33% year on year

The Q4, 2022 list of the top spenders across podcast advertising once again features brands from a broad range of categories, including online retailers, finance and entertainment, with Amazon topping the list, followed by McDonald’s.

The previous report in November revealed that podcast advertising spend grew by 33% year on year. Advertising spend in Q2 grew by 72%, while Q1 saw a 29% growth.

Amazon was the top podcast advertiser for Q3, followed by McDonald’s, then Neds. This quarter saw Neds fall out of the top 15 and was replaced by Paramount+, while Vistaprint took the fourth position.

See also: iHeart reveals podcast advertising spend grew 72% in second quarter
See also: iHeartPodcast reveals advertising spend grew 52% in first quarter

Magellan AI’s sampling method “listens” to more than 400 of the most popular podcasts in Australia and ingests the audio to identify ads within the content. The proprietary model then determines advertisers’ spend based on proven inputs.

The model factors in the number of ads detected, variation in ad load, types of ads, and multiple episode samples to identify and account for dynamic insertion.

Additionally, Magellan AI’s international sampling allows for comparison across different regions to ensure the ads and spend are specific to Australia.

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