Methodology
Magellan AI analyzes podcast advertising data from the top 3,000 podcasts in the U.S. For parts of this analysis, we relied on Magellan AI’s proprietary model to estimate advertising spend. Our model is continually adjusted based on available inputs and incorporates a number of factors, including:
- The number of ads and variation in ad load detected for a given episode
- Number of downloads for each episode
- CPM, as reported directly from partners or modeled from show similarity rankings
- Ad type, with differentiation for programmatic and RON ads
- Podcast revenue estimates calibrated against reported network data
- Brand SOV breakout by show
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