2025年年中播客广告报告

Podcast advertising in 2025: A Midyear report Introductions Magellan AI co-founderCameron Hendrix cameron@magellan.aiConnect on LinkedIn: GM, MeasurementJim Ballas jim@magellan.aiConnect on LinkedIn: What is Magellan AI? Advertisersincrease RoAS withMagellan AI’s media planning andoptimization tools. IntelligenceCompetitive intel • Media planning Publishersmaximize revenue byAgenciesprove advertiserperformance and find new clientsthrough Magellan AI. VerificationAirchecks • Audits • Brand safety prospecting qualified advertiserswith Magellan AI. Pixel-based • Pod-to-pod What’s the AI in Magellan AI? International coverage Sampling 50,000+ podcasts across:US, Canada, UK, Ireland, Germany, France, and AustraliaFour languages: English, Spanish, German, French Podcast measurementspans beyond these markets YoY growth in monthly podcast ad spend, benchmarked against 2023Growth in spend: 2024 YoY growth in monthly podcast ad spend, benchmarked against 2024Growth in spend: 2025 Who are the top spenders? The top 10 advertisers in H12025 spent an estimated$231mm, up 1.9% H/H(H22024). Eight of the top 10advertisers in 2025 weretop spenders in H2 2024,withLinkedInandUnileverappearing for the first timesince before 2024. Which industries are growing the most?Industries with largest budget increases in H1 ‘25 RecruitingFastest growing industry in 2025 Biggest industries by spendTop industries from Magellan AI sampled ads in H1 ‘25 Changes in ad spend bycampaign approach Average monthly spendincreased21% Y/Yfordirect response and29%Y/Yfor brand awarenessadvertisers. made up45%of overallspend in the market, withbrand awareness at53%and tune-in at2%. How many shows are inbrands’ media plans? On average, brandsadvertised on16 showsinH1 2025. Of the advertisersanalyzed in H1:•51.4%advertised on a singleshow•15.4%advertised on 10 or more shows Episode takeovers:how many ads ran onsingle advertiserepisodes?Episode takeoversAd counts for episodes with a single advertiser in H1 2025 occurred for about 5% ofepisodesTop genres for single- advertiser episodetakeovers were focusedgenres like Technology(10%) and Science (9%)1 Ad counts broken out for episodes, where all spots typically available were filled by one advertiser Changes in brand activity—overall Snapshot: how did new brands test out thechannel inH1 2025? $19,185Mid-rollAverage first-month spend fornew brands in H1 2,227New brands H1 2025 Most frequent ad placement bybrands new to podcasting 00:49Average ad length (mm:ss) Changes in brand activity—new brands Which genres had the mostnew brands? 18%of new brands ran onone or more Sportspodcasts in H1 2025. 14%of new brands ran onone or more Newspodcasts in H1. How do shows simulcast on YouTube stackup to other podcasts? Share of airtimededicated to adsin H1 20251response brands Share of directin H1 20252Avg renewal rateamong directresponse brands 3 Podcast ads are getting shorter How have ad loads changedin 2025? Average ad load acrossepisodes sampleddecreased to8.07%in H1‘25 vs.8.25%in H2 ‘24. Average ad load fell arelative 10% Y/Y, from 8.97%in H1 ‘24.•That’s 0.90% in absolute terms, or about 32 seconds Which genres had thehighest ad load? In Q2, 2 of the 13 genresfeatured hereincreasedY/Yadloads1. TechnologyQ2 ad loadsclimbed from 7.17% in 2024to 7.75% in2025.TV & Filmpod-on-pod2ad 1 The chart features top genres by ad load; other genres are not shownloads increased from 0.79%in Q1 to 1.18% this quarter. How ad load differs byepisode length The most commonepisode length is30-60min, making up39%of theepisodes analyzed. Society & Cultureshows<15m in length had avg. adload of8.1%in H1 2025.Sportsshows>60m in length had an average adload of19.1%. How do ad loads differ by show popularity? Looking aheadto 2H ‘25 Who’s had a big second half in the past? We identified 4 brandswith the largest jump inspend from H1 to H2 foreach of the last two years.These charts illustrate H/Hspend increase from thelast two years. Weekly ad loads: 2023-25 To learn more, book a demo atmagellan.ai