Podcast advertisers spent more than $60 million among the top 15 brands in June. Magellan AI data shows Quince ranked as the biggest podcast advertiser during the month.
What We Know: Quince led all advertisers with an estimated $6.9 million in June podcast spending, according to Magellan AI’s latest estimates. Shopify followed with $6 million, while Toyota ranked third with $5.7 million. The top 15 advertisers generated approximately $60.3 million in estimated podcast advertising spend. BetterHelp ($5.5 million) and T-Mobile ($4.1 million) rounded out the top five. Several brands increased spending compared to May. Hims & Hers posted the largest percentage gain among returning advertisers, rising 54.5%. DraftKings also increased its investment by 40%, while Shopify grew spending by 30.4%. Magellan AI’s estimates factor in ad volume, episode downloads, CPM rates, ad formats, podcast revenue benchmarks, and brand share of voice across shows.
What the Numbers Show:
| Advertiser | June 2026 Spend | May 2026 Spend | Change |
|---|---|---|---|
| Quince | $6.9 million | $6.1 million | 🟢 ▲ +13.1% |
| Shopify | $6.0 million | $4.6 million | 🟢 ▲ +30.4% |
| Toyota | $5.7 million | $4.7 million | 🟢 ▲ +21.3% |
| BetterHelp | $5.5 million | $5.1 million | 🟢 ▲ +7.8% |
| T-Mobile | $4.1 million | $4.6 million | 🔴 ▼ -10.9% |
| DraftKings | $3.5 million | $2.5 million | 🟢 ▲ +40.0% |
| Lilly | $3.4 million | N/A | N/A |
| hims & hers | $3.4 million | $2.2 million | 🟢 ▲ +54.5% |
| SimpliSafe | $3.3 million | $3.1 million | 🟢 ▲ +6.5% |
| Amazon | $3.3 million | $7.7 million | 🔴 ▼ -57.1% |
| Progressive | $3.3 million | $2.8 million | 🟢 ▲ +17.9% |
| FanDuel | $3.2 million | $3.6 million | 🔴 ▼ -11.1% |
| Microsoft | $3.0 million | N/A | N/A |
| Comcast | $2.9 million | $2.5 million | 🟢 ▲ +16.0% |
| State Farm | $2.8 million | N/A | N/A |
What Remains Unclear: The data does not reveal individual campaign goals or whether advertisers plan to maintain these spending levels throughout the year. Additionally, estimated spending figures may differ from actual contracts between advertisers and podcast publishers.
What It Means: The June results highlight continued advertiser confidence in podcasting as a marketing channel. While Amazon reduced spending significantly from May, other major brands expanded their commitments. The rankings also show how competitive the podcast advertising marketplace remains. Brands continue adjusting investments based on audience performance, targeting opportunities, and the ability to reach engaged listeners.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.