Australian podcast advertising up 64%, Amazon leads spend

ARN’s iHeart and Magellan AI have revealed the top 15 brands that advertised on Australian podcasts during the second quarter of 2023, with Amazon outspending its competitors.

The report used artificial intelligence to determine the top advertisers across more than 400 of Australia’s most popular podcasts.

According to the figures, spending during the June quarter grew by 64%, compared with the same three-month period in 2022.

All podcast genres saw a lift in advertising, with ‘comedy’ podcast spend up 127%, ‘true crime’ advertising up 116%, ‘society and culture’ increasing by 48%, and ‘news’ up 49%.

The top advertisers are corporate giants: Amazon, McDonald’s, L’Oreal, Uber, Flight Centre, and Telstra all appear in the top ten, with nib Group the highest-spending Australian-owned company.

Corey Layton, ARN’s Head of Digital Audio, said: “Podcasts are Australia’s fastest growing mass medium with brands utilising its soaring engagement to connect with audiences in a more intimate and engaging way.

“The surge in Australian podcast advertising spending by 64% underscores a compelling shift towards a medium that’s as diverse as it is impactful.”

Mumbrella reached out to ARN for actual dollar figures, which they declined to share.


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