2025年第二季度播客广告基准报告

Q2 2025 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 94,938 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 +28%Y/Y spend 1,196New brands 8 of 10Repeat top-10 spenders There were 1,196 brands advertisingon podcasts for the firsttime, a 17%increase from Q1. Podcast ad spending continued toclimb in Q2, increasing 28% Y/Y. Eight of the top 10 spenders in Q2were also top spenders in Q1, with 1brand appearing for the first timethis quarter.1 +88%Top growing industry 20%New brands on sports shows 8.13%Ad load increased from 8.00% in Q1,to 8.13%in Q2.2 About 1 out of 5 new brandsincluded Sports podcasts in theirmedia plan. Spend in the Shaving industryincreased 88%, with brands likeManscaped, Dollar Shave Club,and Harry’s Razors topping the list. 1 New brands are those that have not made the top-10 list in the past year2 Ad load figures include ads that promote other podcasts Podcast ad spend growth inQ2 2025 The quarter saw a pop inspend over Q1, withgradual monthly gainsthroughout Q2. Overall Q2 spend toppedQ1 by17%, withQ2 year-over-year spend toppingQ2 ‘24 by28%. Who are the top spenders? The top 10 advertisers inQ2 spent an estimated$128mm, up 20% since Q1. 8 out of the top 10advertisers in Q2 were topspenderslast quarter. Unileveris new to the listthis quarter.1 Which industries are growing the most?Industries with largest budget increases in Q2 Shaving Fastest growingindustry in Q2 Biggest industries by spend Top industries from Magellan AI sampled ads in Q2 Who’s had a big Q3 in the past? We identified 4 brandswith the largest jump inspend from Q2 to Q3 foreach of the last two years.These charts illustrate Q/Qspend increase from thelast two years. How do different ad buytypes stack up? In terms ofdollars spent,produced ads saw a76%gainyear-over-year. Host read ad spendincreased 31% while scaleexecutions (programmaticand run of network)remained flat. How much are advertisersspending on big shows? Advertisers spent anaverage of$318k permonthon podcastsranking in the top 500 in Q2,up 6%from Q1’s average. Spend by rank, benchmarked against Q1 average monthly spend Podcasts ranking 501–3000 generated anaverage of$39k per monthin revenue in Q2. How did new brands test out the channelinQ2? $41.6kAverage spend per new brand 1,196New brands this quarter Mid-rollMost frequent ad placement bybrands new to podcasting 00:49Average ad length (mm:ss) How have ad loads changedin 2025? Ad load across episodessampled increased to8.13%in Q2 compared to8.00%inQ1. Ad load decreased arelative 11.6% Y/Y, from9.20% in Q2 ‘24. •That’s 1.07% in absoluteterms, or about39 seconds Which genres had thehighest ad load? In Q2, two of the 13 genresfeatured hereincreasedY/Yadloads1. TechnologyQ2 ad loadsclimbed from 7.17% in 2024to 7.75% in2025. TV & Filmpod-on-pod2adloads increased from 0.79%in Q1 to 1.18% this quarter. How ad load differs byepisode length The most commonepisode length is30-60min, making up 39.6% ofthe episodes analyzed. True Crimeshows <15m inlength had average adload of 39% in Q2. TV & Filmshows >60m inlength had an average adload of 9% in Q2. Changes in ad spend bycampaign approach Average monthly spend in Q2increased10%Q/Q for directresponse,25%for brandawareness, and d