Magellan AI analyzes podcast advertising data from thousands of podcasts in the U.S. To prepare the latest Quarterly Benchmark Report, we analyzed 101,628 episodes of popular podcasts to uncover the behaviors, trends, and insights from Q2 2024. Our benchmark report covers the fastest growing industries in podcast advertising, where and how dollars were spent, how genres measure up by ad load and new brands, and common ad lengths & positions.

Some of our key findings this quarter include:

• +22% Y/Y spend
  Podcast ad spending continued to climb in Q2, increasing 22% year-over-year
• 7 of 10 repeat top-10 spenders
  Seven of the top 10 spenders in Q2 were also on our Q1 top spenders list, with one (Mint Mobile) appearing for the first time this quarter
• 1,516 new brands
  We picked up 1,516 brands advertising on podcasting for the first time
• 7.19% average ad load
  Not including ads promoting other podcasts, average ad load increased from 6.44% in Q1 to 7.19% this quarter
• 3.6x ad spend in Gaming
  Spend in the Gaming industry more than tripled Q/Q, with brands like Monopoly Go, Senua’s Saga, and NYT Games topping the list
• 40% share of :30 ads
  The share of 30-second ad units fell to 40% in Q2, two percentage points lower than Q1

For a deeper dive on these numbers and much more, head over to our download page to get a free copy of the full benchmark report!