The first quarter can be a challenging month for media companies attempting to entice advertisers to spend. That’s seen in the latest figures released by Magellan AI as 11 of the top 15 podcast advertisers decreased their spending during the second month of 2025.
The latest figures show that BetterHelp was the top podcast advertiser by a wide margin. During February, the company spent just shy of $5 million in podcast advertising during the month. Sports betting and daily fantasy firms DraftKings and FanDuel were second and third on the list. DraftKings spent $4.1 million in the space, while FanDuel was over $3.56 million.
The top five were rounded out by Shopify ($3.55 million) and T-Mobile ($3.2 million).
In total, only four of the top 15 podcast advertisers increased their spending during the month of February, as FanDuel (3rd), HelloFresh (6th), Oracle (11th), and Norton (14th) saw an uptick in marketing.
Of the top 15 marketers, 12 placed their biggest buys in the sports genre. Two companies — BetterHelp and Quince — saw their top genres as comedy, while Oracle spent the most in the news sector.
The top 15 podcast advertisers spent an estimated $43.6 million in the space, the projections from Magellan AI show. That figure is down considerably from previous months, as during the fourth quarter of 2024 the top three podcast advertisers alone averaged $41.3 million per month in spending.
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.
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