New data reveals Australia’s biggest podcast advertisers

new data

• Amazon, eBay, and BINGE are the top spenders

New data from Australia’s leading podcast publisher ARN’s iHeartPodcast Network and Magellan AI has revealed the top 15 brands advertising across the entire Australian podcast landscape.

Amazon, eBay, and BINGE have been identified as some of Australia’s top spenders on podcast advertising.

Using the latest in artificial intelligence technology, the report is based on analysing thousands of episodes from 400+ of the most popular podcasts in Australia in Q4 2021 to determine which brands are spending the most.

Overall, spending on Australian podcast advertising increased by 14% from Q3 2021, with genres including Society & Culture, True Crime and News securing the most spend.

The Q4 list features brands from a broad range of categories across banking, automobile, FMCG, entertainment and online retail outlets, demonstrating that podcasts are a growth sector for advertisers.

Top 15 podcast advertisers in Australia in Q4 2021:

1. Amazon

2. eBay



5. Open Universities Australia

6. Telstra

7. ShopBack

8. The Smith’s Snackfood Company

9. American Express

10. The Body Shop

11. Sleeping Duck

12. DoorDash

13. Macquarie Bank

14. Dyson

15. Samsung

The new data comes from Magellan AI’s sampling method. The sampling method “listens” to 400+ of the most popular podcasts in Australia and ingests the audio to identify ads within the content. The proprietary model then determines advertisers’ spending 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.

iHeartRadio, the world’s fastest-growing digital audio service, was launched by ARN to the Australian market in 2013. ARN’s iHeartRadio is a free, all-in-one radio, music streaming, podcast and live events platform available to Australians in every state. In addition to being able to access their favourite music from around the globe, audiences can access their favourite stations in Australia from ARN, the ABC, SBS, and stations from New Zealand and the USA.

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