ARN’s iHeartPodcast Network has revealed Australian podcast advertising grew by 52% year on year.
The new data from Magellan AI has revealed the top 15 brands advertising in Q1 across the entire Australian podcast landscape.
Using artificial intelligence technology, the report is based on analysing thousands of episodes from 400+ of Australia’s most popular podcasts for Q1 2022 to determine which brands are advertising in the rapidly growing medium.
Overall, spending on Australian podcast advertising grew by 52% year on year. Investment into key genres has also rapidly increased across the entire podcast landscape from 2021 to 2022.
Advertising in the Sports genre has increased by 202% with News up 125% and Comedy also increasing 117%.
The Q1 list features brands from a broad range of categories across online retailers, telcos and entertainment showcasing the breadth of industries leaning into the medium.
This comes after the Q2 Podsights Benchmark Australian Report revealed ARN’s iHeartPodcast Network Australia recorded 5.8 million listeners in March 2022.
The report examined data gathered from April 2021 to March 2022 and showed iHeartPodcast Network Australia received 25.8 million downloads equating to an average of 4.5 downloads per listener.
ARN’s head of digital audio Corey Layton said, “Podcasts continue to lead the way with the highest levels of engagement. The quarterly benchmark report continues to highlight it’s a myth that podcasts can’t be measured.”
The Podsights Global Q2-22 report showed January to March 2022 had double (+110%) the number of impressions served compared to the same period last year with an 81% increase in expenditure.
Additionally, the report revealed advertisers continue to use premium real estate in podcasts, with 93% of podcast advertising campaigns utilising either the pre or mid roll.
Director of partnerships at podsights Matthew Drengler said: “The latest Australian Benchmark Report continues to demonstrate the strength of the Australian podcast market.
“The growth in ad spend is testament to the growth of the medium and strength in how listeners are engaging with podcast advertising messages.”