ARN’s iHeartPodcast Network, Magellan AI release Q1 data on top podcast advertisers in Australia

Australia’s podcast advertising spend grew 52% in Q1, according to new data from Magellan AI, ARN’s iHeartPodcast Network said today.

The data has revealed the top 15 brands advertising in Q1 across the entire Australian podcast landscape. 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 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.

Top 15 podcast advertisers in Australia in Q1 2022


o   DoorDash

o   Telstra

o   Acorn TV

o   Amazon

o   ShopBack

o   Sleeping Duck

o   Macquarie Bank

o   Ecosa

o   Peters Ice Cream

o   AAMI

o   BetterHelp

o   Mercedes Benz

o   Officeworks

o   Optus

Magellan AI’s 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’ 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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