The top 15 podcast advertisers spent more than $75 million in December, according to new data from Magellan AI, continuing a trend of heavy investment in the medium during the final month of the year.
Aura Frames led all advertisers with $7.13 million in December spend, followed closely by Amazon at $7.02 million and T-Mobile at $6.81 million. Toyota ($6.55 million) and The Coca-Cola Company ($6.46 million) rounded out the top five. Quince, State Farm, BetterHelp, AT&T, and Meta completed the top ten, with Verizon ranking 15th at $3.1 million.
Overall, 13 of the top 15 advertisers increased their podcast spending month over month. Only BetterHelp and FanDuel recorded declines in December, while all other advertisers in the group showed gains.
Sports podcasts continued to dominate as the preferred category for major advertisers. 12 of the top 15 advertisers allocated the majority of their December budgets to the sports genre. Comedy accounted for two advertisers — Quince and BetterHelp — while Rocket Companies’ highest spend was in the science category.
The concentration of spending around sports content reflected both the volume of available inventory and the timing of major sporting events late in the year. Brands including Amazon, Toyota, Coca-Cola, and Verizon all directed their largest podcast investments toward sports shows.
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