Australia’s top podcast advertisers revealed

ARN’s iHeart and Magellan AI have revealed the top 15 advertisers on Australian podcasts, with Amazon and BetterHelp topping the list.

The report used AI to analyse thousands of episodes from over 400 of Australia’s most popular podcasts.

The findings are for the third quarter of 2023 (July, August, September), and show a massive 88% increase in year-on-year spend across Australian podcasting, with most genres seeing a leap in advertiser dollars.

The biggest increase for categories was in Kids & Family (up 673%), Science (up 493%), Sports (up 133%) and History (up 122%).

Amazon continued to lead advertising spend, with BetterHelp, Group (Menulog’s parent company), and Macquarie Bank in the top reaches of the chart.

“In the current media landscape, podcasts continue to be Australia’s fastest growing mass media, fostering unparalleled engagement and intimacy between advertisers and audiences,” said Corey Layton, ARN’s head of digital audio.

“With an 88% surge in Australian podcast advertising spend year-on-year, it highlights the continued proven impact of the medium and a host’s ability to connect and drive action.”


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