The first quarter is always a bit of a struggle in the advertising world. But the top podcast advertisers saw a rebound during the month of March, according to Magellan AI.
During the final month of the first quarter, podcast advertising rose by 17% compared to the previous month. In total, the top 15 advertisers combined to spend $52.1 million during the final month, according to Magellan AI.
T-Mobile overtook BetterHelp as the top podcast advertiser in March. The mobile company finished the month of February as the fifth highest spender in the podcast advertising space.
In total, the company spent just under $6 million on podcast advertising during the month. BetterHelp spent an estimated $5.2 million.
Toyota ($4.8 million), Shopify ($4 million), and Quince ($3.6 million) rounded out the top five advertisers in the podcast space for the month.
Of the top 15 advertisers measured by Magellan AI during the month, all but three increased their spending compared to the prior month. Only DraftKings (6th, $3.5 million), Amazon (10th, $2.9 million), and Squarespace (15th, $2.2 million) saw a decline in overall spending during the month. That is a stark reversal compared to February, when 11 of the top 15 advertisers decreased their spending compared to January.
Nine of the top 15 advertisers utilized the sports genre as their top spending vessel. Meanwhile, the comedy genre accounted for five of the top 15 position, with only one company Trelix (11th, $2.8 million) spending in the news category more than any other.
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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