Concerns of a mid-year podcast advertising pullback appear overblown, according to the latest data from Magellan AI.
The top 15 podcast advertisers spent a combined $60.2 million in May, a 16% increase compared to April. The latest numbers suggest renewed optimism from major brands across sectors as they double down on audio as a key part of their media mix.
BetterHelp reclaimed the top spot in podcast ad spending, increasing its investment by 8% month-over-month to $5.8 million. The online mental health platform has consistently been among the top podcast advertisers, maintaining a strong presence across genres with broad national reach.
Amazon followed closely behind, also spending $5.8 million in May after a 17% month-over-month jump. The company’s increased commitment signals a deepening interest in the podcasting space, both as a retail driver and a promotional vehicle for its streaming and tech offerings.
Unilever cracked the top three with $5.1 million in spending, a significant move considering it was not even in April’s top 15. The consumer goods company’s sudden surge highlights a return of big CPG players to the audio landscape.
Toyota reversed its April dip, boosting its spend by 15% to reach $4.7 million. The auto brand’s renewed investment points to confidence in the channel’s ability to drive results, particularly through host-read spots and targeted placements.
FanDuel, the April leader, slipped to eighth place in May as sportsbook spending normalized following a busy sports calendar. Meanwhile, McDonald’s made one of the biggest gains, more than quadrupling its spending to land just outside the top 15.
Nonprofits also saw notable gains. St. Jude’s Children’s Research Hospital grew its podcast ad spend from $68,200 in April to $652,500 in May, marking a nearly tenfold increase.
All told, Magellan AI’s “movers and shakers” list accounted for $8.7 million in additional podcast spend. Sports, comedy, and news remained the most heavily targeted genres, reflecting wide audience appeal and advertiser confidence in key verticals.
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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