2024年第四季度播客广告基准报告

Q4 2024 Podcast advertisingbenchmark report What is Magellan AI? Advertisersincrease RoAS withMagellan AI’s media planning andoptimization tools. Intelligence Competitive intel • Media planning Agenciesprove advertiserperformance and find new clientsthrough Magellan AI. Verification Airchecks • Audits • Brand safety Publishersmaximize revenue byprospecting qualified advertiserswith Magellan AI. Attribution Pixel-based • Pod-to-pod Data sourcing What’s the AI in Magellan AI? International coverage Sampling 50,000+ podcasts across:US, Canada, UK, Ireland, Germany, France, and Australia Four languages: English, Spanish, German, French Introduction Our methodology Magellan AI analyzes podcast advertising data fromthousands of popular podcasts in the U.S. To preparethis report, we analyzed 96,687 episodes of popularpodcasts. To account for dynamic insertion, wesampled multiple copies of certain episodes. •The type of ads analyzed, including whether they arepresented by the host or produced •Whether ads were delivered programmatically, via arun-of-network (RON) buy, or purchased directly Campaign objective is determined to be directresponse if the ads for that brand include a uniquepromo code or vanity URL. Other brands are classifiedas either brand awareness or tune-in. For parts of this analysis, we relied on Magellan AI’sproprietary model to estimate advertising spend. Ourmodel incorporates factors including: •The number of ads and variation in ad loaddetected for a given episode•Our estimates for the number of downloads for eachepisode•CPM as reported on select media kits and estimatedbased on popularity Podcasts advertising on other podcasts were excludedfrom our analysis, except where noted. For more information about our methodology, pleaseemailresearch@magellan.ai. Key findings +19%Y/Y spend 1,584New brands 8 of 10Repeat top-10 spenders Podcast ad spending continued toclimb in Q4, increasing 19% Y/Y.1 There were 1,584 brandsadvertising on podcasts for thefirsttime, a 10.2% increase from Q3. Eight of the top 10 spenders in Q4were also top spenders in Q3, with2 appearing for the first time thisquarter.2 1 of 6Sports podcasts +145%Shoes ad spend 7.35%Average ad load Spend in the Shoes industryincreased 145%, with brands likeDSW, TOMS, andTecovastoppingthe list. About 1 out of every 6 new brandsincluded Sports podcasts in theirmedia plan. Average advertiser ad loadincreased from 7.09% in Q3, to7.35%in Q4.3 1 Magellan AI’s spend model was recently updated for Jan–Dec 2024, resulting in updated spend estimates for previous quarters2 New brands are those that have not made the top-10 list in the past year3 Advertiser ad load excludes ads that promote other podcasts Podcast ad spend growth inQ4 ‘24 Monthly spendingthroughout Q4 outpacedthe Q3 average, with thebiggest bump inDecember. Overall Q4 spend beat Q3by14%, with Q4 year-over-year spend topping Q4 ‘23by19%. Who are the top spenders? The top 10 advertisers inQ4 spent an estimated$124mm, up 33% since Q3. 8 out of the top 10advertisers in Q4 were topspenderslast quarter. Activision and FanDuel arenew to the list this quarter.1 Which industries are growing the most?Industries with largest budget increases in Q4 Shoes Fastest growingindustry in Q4 Which industries are advertising the mostonpodcasts? Business Software& Services 558 Brands+72 new brands 467 Brands+49 new brands 675 Brands+118 new brands 411 Brands+144 new brands Our Q1 ‘25 watchlist We identified 6brands with thelargest jump inspend year-over-year and betweenQ4 ‘23 and Q1 ‘24. These charts featureQ1 spend from thelast two years. How much are advertisersspending on big shows? Spend by rank, benchmarked against Q3 average monthly spend In Q4, about $5.10 out of every $10in podcast ad spend went to thetop 500 shows1, compared to $5.20in Q3. Advertisers spent an average of$329k per month on podcastsranking in the top 500 in Q4. Podcasts ranking 501–3000generated an average of $33k permonth in revenue in Q4. How did new brands test out the channelinQ4? $39.9kAverage spend per new brand 1,584New brands this quarter Mid-rollMost frequent ad placement bybrands new to podcasting 00:51Average ad length (mm:ss) Which genres had thehighest ad load? In Q4, 9 of the 13 genresfeatured hereincreasedaverage Y/Y adloads1. Sports overall ad loadsclimbed from 6.48% in Q4 ‘23to 8.26% this quarter. Science pod-on-pod2adloads increased from 0.22%in Q4 ‘23 to 0.42% this quarter. How have ad loads changedin 2024? Average ad load acrossepisodes sampled fell to8.22% in Q4 compared to8.28% in Q3. Average ad loadincreased a relative 5.9%Y/Y, from 7.76% in Q4 ‘23. How ad load differs byepisode length The most commonepisode length is30-60min, making up 40.2% ofthe episodes analyzed. True Crime shows <15m inlength had average adload of 34% in Q4. Society & Culture shows>60m in length had avg.ad load of 9% in Q4. Changes in ad spend bycampaign appro