Magellan AI analyzes podcast advertising data from thousands of podcasts in the U.S. To prepare the latest Quarterly Benchmark Report, we analyzed 96,687 episodes of popular podcasts to uncover the behaviors, trends, and insights from Q4 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:

• +19% Y/Y spend
  Podcast ad spending continued its climb in Q4, increasing 19% year-over-year
• 8 of 10 repeat top-10 spenders
  Eight of the top 10 spenders in Q4 were also top spenders in Q2, with two appearing for the first time this quarter
• 1,584 new brands
  We picked up 1,584 brands advertising on podcasting for the first time this quarter
• 7.35% average ad load
  Average advertiser ad load increased from 7.09% in Q3, to 7.35% in Q4.
• +145% ad spend in Shoes
  Spend in the Shoes industry increased 145%, with brands like DSW, TOMS, and Tecovas topping the list.
• 1 of 6 new brands on Sports
  About 1 out of 6 new brands in Q4 included Sports podcasts in their media plan

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!

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