2025年第四季度播客广告基准报告

Podcast advertising benchmark report What is Magellan AI? Advertisersincrease RoAS withMagellan AI’s media planning and IntelligenceCompetitive intel • Media planning Agenciesprove 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, Spain, and Australia English, Spanish, German, French Our methodologyIntroduction Magellan AI analyzes podcast advertising data fromthousands of popular podcasts in the U.S. To preparethis report, we analyzed 94,422 episodes of popular presented by the host or produced run-of-network (RON) buy, or purchased directlyCampaign objective is determined to be direct response if the ads for that brand include a uniquepromo code or vanity URL. Other brands are classified proprietary model to estimate advertising spend. Ourmodel incorporates factors including: from our analysis, except where noted.For more information about our methodology, please detected for a given episode•Our estimates for the number of downloads for each episode•CPM as reported on select media kits and estimated emailresearch@magellan.ai. based on popularity Key findings 1,482There were 1,482 brandsadvertising on podcasts for thefirsttime in Q4.New brands 9 of 10Repeat top-10 spenders +32%Y/Y spend Podcast ad spending continued toclimb in Q4, increasing 32% Y/Y. Nine of the top 10 spenders in Q4 were also top spenders in Q3, with 1brand appearing for the first time 18.6% +77% 8.82% Nearly 1 out of 5 new brandsincluded Sports podcasts in theirmedia plan. Spend in the Shaving industry Ad load increased from 8.33% inQ3, to 8.82%in Q4.2 increased 77%, with brands likeManscaped, Gillette, and Harry’sRazors topping the list. Podcast ad spend growth inQ4 2025 This quarter saw asignificant boost in spend Overall Q4 spendoutpaced Q3 by17%, withQ4 year-over-year spendtopping Q4 ‘24 by32%. Who are the top spendersthis quarter? The top 10 advertisers inQ4 spent an estimated $142mm, up 5% since Q3. 9 out of the top 10advertisers in Q4 were topspenders last quarter. quarter.1 Which industries are growing the most?Industries with largest budget increases in Q4 ShavingFastest growing industry in Q4 Biggest industries by spendTop industries from Magellan AI sampled ads in Q4 Who’s had a big Q1 in the past? We identified 4 brandswith the largest jump inspend from Q4 to Q1 for These charts illustrate Q/Qspend increase from thelast two years. How much are advertisersspending on big shows? The top 500 podcastsaccounted for 49% of totalpodcast ad spend in Q4,with advertisers spending 3000 generated anaverage of$48k per month How did new brands test out the channelinQ4? $33.0kMid-rollMost frequent ad placement bybrands new to podcastingAverage spend per new brand 1,482New brands this quarter 00:50Average ad length (mm:ss) How have ad loads changedin 2025? Ad load across episodessampled increased to8.82%in Q4 compared to8.33% inQ3. Ad load is up Y/Y, from8.20% in Q4 ’24, withadvertiser ad load Which genres had thehighest ad load? In Q4, all 13 genres featuredhereincreasedY/Yadloads1. BusinessQ4 ad loadsclimbed from 7.10% in 2024to 8.83% in2025. ad loads grew from 1.87% in2024 to 3.18% this year. How ad load differs byepisode length The most commonepisode length is30-60min, making up 40.1% of True Crimeshows <15m inlength had average adload of 42% in Q4. >60m in length had anavg. ad load of 8% in Q4. Changes in ad spend bycampaign approach Average monthly spend in Q4increased13%Q/Q for directresponse,21%for brandawareness and decreased made up40%of overallmarket spend, with brand How do shows simulcast on YouTube stackup to other podcasts? Which genres had the mostnew brands? Sports continued to bethe most popular genre new brands includedSports podcasts in their Most common ad lengths and positions How many ads ran onepisodes with a singleadvertiser? For5%of Q4 episodes, oneadvertiser filled all typicallyavailable slots.Top genres for singleadvertiser episodesincludeBusiness(10%),Education(9%) and How do ad loads differ by show popularity? To learn more, book a demo atmagellan.ai