Amazon, Teladoc Health and Maccas: iHeart and Magellan AI reveal top brands advertising on Australian podcasts
Corey Layton: "Podcasts have yet again proven to be Australia’s fastest growing advertising medium, setting up 2024 to be even bigger again."
ARN's iHeart and Magellan AI have revealed the top 15 brands advertising on Australian podcasts for Q4 2023.
The Top Advertisers report uses artificial intelligence to analyse thousands of episodes from 400+ of Australia's most popular podcasts, determining the top brands advertising in the medium.
The Q4 2023 list of top spenders on Australian podcast advertising features brands from a broad range of categories, including online retailers, health and food/entertainment.
Amazon was again named as the market’s top advertiser, followed by Teladoc Health, McDonald's, Airbnb and gambling company Flutter Entertainment, rounding out the top five.
The iHeart and Magellan AI report also found that the majority of podcast genres continue to see an uplift in investment, with a marked increase in Comedy (129%), Sports (94%) and True Crime (70%) categories year-on- year.
Corey Layton, ARN’s head of digital audio, said: "The Australian podcast industry continues to thrive with a broad range of brands opting to connect with listeners in a low clutter, highly engaged environment.
"After incredible results across 2023, podcasts have yet again proven to be Australia’s fastest growing advertising medium, setting up 2024 to be even bigger again," he added.
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Top 15 podcast advertisers in Australia in Q4 2023
1.Amazon
2. Teladoc Health
3. McDonald's
4. Airbnb
5. Flutter Entertainment
6. BlueBet
7. GVC Australia
8. eBay
9. Tyrepower
10. Manscaped
11. Woolworths
12. Youi Insurance
13. Gambling Help Online
14. Wesfarmers
15. Toyota
This comes after ARN’s iHeart and Magellan AI reported Q3 2023 spending on Australian podcast advertising grew by 88% on the previous year.
The uplift in investment most notable in the biggest categories, such as kids and family (up 673%), science (up 493%), sports (up 133%) and history (up 122%) year-on-year.
The upswing in advertising is a testament to podcasts position as Australia’s fastest-growing mass media in the current media landscape, according to Layton. At the time, he said the media’s ability to foster “unparalleled” engagement and intimacy between advertisers and audiences was the key to its success.
