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Podcast advertising spending grew in September, largely on the back of a new top spender in the space: Amazon, according to Magellan AI.
During September, Amazon spent $7.1 million on podcast advertising. That represents an uptick from the $5.8 million it purchased in August. The $7.1 million was the most spent by a single podcast advertiser, according to Magellan AI. The company says that despite raising its spend by 9%, BetterHelp finished second by purchasing just over $7 million.
In total, the top 11 podcast advertisers increased their buys during the month. T-Mobile ($5.6 million) was third, while Shopify ($5.1 million) and MGM Resorts ($5 million) rounded out the top five places.
Of the top 15 podcast advertisers, 13 spent more in September than they did in August.
Data from the company shows that the biggest increases during the month came from 23andMe, which increased its spending to $364,000 in September. Bose also increased its advertising during the month dramatically, as it spent $632,200 on podcast advertising.
The data from Magellan AI follows advertising metrics from the top 3,000 podcasts on Apple Podcasts in the United States. All figures in its data are estimated utilizing a variety of factors.
