Magellan AI analyzes podcast advertising data from thousands of podcasts in the U.S. To prepare the latest Quarterly Benchmark Report, we analyzed 94,228 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:

• +33% Y/Y spend
  Podcast ad spending continued to climb in Q3, increasing 33% year-over-year
• 7 of 10 repeat top-10 spenders
  Seven of the top 10 spenders in Q3 were also top spenders in Q2, with three appearing for the first time this quarter
• 1,438 new brands
  We picked up 1,438 brands advertising on podcasting for the first time this quarter
• 7.09% average ad load
  Average advertiser ad load decreased from 7.13% in Q2, to 7.09% in Q3.
• +79% ad spend in Appliances
  Spend in the Appliances industry increased 79%, with brands like Moen, Nespresso, and AirDoctor topping the list.
• 38% share of :30 ads
  The share of 30-second ad units fell to 39% in Q3, one percentage point lower than Q2

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!