What's New February 16, 2023

Australian podcast advertising spend leaps ahead

Reporter

ARN’s iHeart has today shared new data from Magellan AI, which has revealed the top 15 brands advertising for Q4, 2022 across the podcast landscape nationally.

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 Q4 2022 to determine which brands are advertising in the rapidly growing medium.

Overall, spending on Australian podcast advertising grew by 36% year on year. All podcast categories except for Technology saw an increase in investment year on year, with podcast genres TV & Film (up 110%), Education (up 100%), and True Crime (up 87%) seeing the most exponential growth.

The Q4, 2022 list of the top spenders across podcast advertising once again features brands from a broad range of categories including online retailers, finance and entertainment.

Top 15 podcast advertisers in Australia in Q4 2022

o Amazon

o McDonald’s

o Paramount+

o Vistaprint

o L’Oreal

o Kimberly-Clark

o Open Universities Australia

o 7-Eleven

o CommBank

o Wild Turkey Distilling Company

o Bupa