Podcast advertisers pulled back on spending in July, with Magellan AI tracking a 6% decline among the top 15. Still, the biggest advertisers committed nearly $56.7 million to podcasts during the month.
What We Know: Magellan AI’s latest data shows the top 15 podcast advertisers combined to spend $56.7 million in July. That represents a 6% decline from the previous month. Seven advertisers reduced their spending, while eight increased their commitments. Quince led all advertisers with $7.5 million in July spending, followed by BetterHelp at $5.4 million and Amazon at $5.4 million. Meanwhile, sports remained the dominant genre among the biggest podcast advertisers.
What the Numbers Show:
| Ranking | Advertiser | July Spending | Month-over-Month Change | Top Genre |
|---|---|---|---|---|
| 1 | Quince | $7,512,000 | ▲ | Comedy |
| 2 | BetterHelp | $5,436,600 | ▼ | Comedy |
| 3 | Amazon | $5,404,900 | ▲ | Sports |
| 4 | Shopify | $4,629,100 | ▼ | News |
| 5 | T-Mobile | $4,572,800 | ▲ | News |
| 6 | Toyota | $4,471,000 | ▼ | Sports |
| 7 | Meta | $3,920,400 | ▲ | Sports |
| 8 | $3,113,900 | ▲ | Sports | |
| 9 | Wayfair | $2,725,900 | ▲ | Sports |
| 10 | DraftKings | $2,656,300 | ▼ | Sports |
| 11 | Helix Sleep | $2,603,100 | ▲ | Comedy |
| 12 | Progressive | $2,550,700 | ▼ | Sports |
| 13 | Capital One | $2,478,200 | ▲ | Sports |
| 14 | State Farm | $2,317,700 | ▼ | Sports |
| 15 | Chime | $2,261,300 | ▼ | Comedy |
What Remains Unclear: The data doesn’t identify why individual advertisers changed their spending levels in July. It also doesn’t indicate whether the broader podcast advertising market experienced a similar pullback during the month.
What It Means: Even with the monthly decline, the top 15 advertisers still spent nearly $56.7 million on podcasts. However, the mixed results suggest advertisers continue to adjust budgets based on genre, campaign performance, and broader marketing priorities. Sports’ dominance also shows that major brands continue to see value in reaching podcast audiences around sports content.
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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.