Biggest podcast advertisers in Australia revealed
Online therapy provider BetterHelp is the leading investor in Australian podcasts, beating out the likes of Airbnb and Amazon.
This is according to iHeart and Magellan AI’s Top Advertisers report, which uses artificial intelligence to analyse thousands of episodes from 400+ of Australia’s most popular podcasts, determining the top brands advertising in the medium.
During the September quarter of 2024, BetterHelp spent the most on local podcasts, with Airbnb, Amazon, Wise, and Commbank also spending up big.
The report found an increased spend of 92% into the True Crime category year-on-year, with Comedy podcast investment also on the rise.
Corey Layton, ARN’s head of digital audio, said: “We continue to see an ever-growing list of brands engaging in Australia’s fastest growing mass medium.
“This quarter is no exception, as showcased by the breadth of brands and shows across the entire industry that are being utilised.”
The Top 15 advertisers for Q3 2024 are:
BetterHelp
Airbnb
Amazon
Wise
Commbank
Entain
ANZ
Specsavers
Unilever
Aussie Broadband
McDonald’s
Myer
Booking.com
Vanta
American Express
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