Magellan AI：2023年Q2播客廣告報(bào)告

Q22023

Podcastadvertising

benchmarkreport

1

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MagellanAIisthepodcastmediaplanningandmeasurementplatformthatenablesbrandsandpublisherstoscalepodcastsandtrackresults

Getintrosto

podcasts

Podcast

adspend

Buildmedia

plans

Impression

verification

Trackthe

competition

Attribution

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Ourdatacovers:

40,000+popularpodcasts

5advertisingmarkets:US,CA,AU,UK&DE3languages:English,Spanish,German

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Our

methodology

MagellanAIanalyzespodcastadvertisingdatafromthousandsofpopularpodcastsintheU.S.To

preparethisreport,weanalyzedover136,500episodesofpopularpodcasts.Toaccountfordynamicinsertion,wesampledmultiplecopiesofcertainepisodes.

Forpartsofthisanalysis,wereliedonMagellanAI’sproprietarymodeltoestimateadvertisingspend.Ourmodelincorporatesfactorsincluding:

.Thenumberofadsandvariationinadloaddetectedforagivenepisode

.Ourestimatesforthenumberofdownloadsforeachepisode

.CPMasreportedonselectmediakitsandestimatedbasedonpopularity

.Thetypeofadsanalyzed,includingwhethertheyarepresentedbythehostorproduced

CampaignobjectiveisdeterminedtobedirectresponseiftheadsforthatbrandincludeauniquepromocodeorvanityURL.Otherbrandsareclassifiedaseitherbrandawarenessortune-in.

Podcastsadvertisingonotherpodcastswereexcludedfromouranalysis,exceptwherenoted.

Formoreinformationaboutourmethodology,pleaseemailresearch@magellan.ai

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Keyfindings

PodcastadspendingintheUSpickedupinQ2,increasing24%Q/Qandputtingthemarketontracktogrowabout33%in2023

7ofthetop10spendersinQ2’23werealsoonourQ1’23topspenderslist,withtherestappearingforthefirsttimeinQ2

2,465newbrandsadvertisedonpodcastsforthefirsttime

Averageadloadincreasedfrom5.55%inQ1’23to5.97%inQ2’23

SpendintheGiftindustryincreasedover2xQ/Q,withbrandslikeEtsy,AuraFrames,Storyworth,andSkylightFramesleadingtheway

Theshareof30secondsadunitsjumpedto41%inQ2’23,markingthefirsttimethis

metrichassurpassed40%

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GrowthinpodcastadvertisingspendinQ2‘23

BenchmarkedtoaveragemonthlyspendinQ1‘23

130%

131%

112%

100%

Q1'23AverageMonthlySend

April

May

June

Whoarethetopspenders?

Thetop10advertisersin

Q2‘23spentanestimated$105mm,roughlythesameaslastquarter

7outofthetop10advertisers

inQ2‘23weretopspenders

lastquarter

Google,Apple,andInstacartareallnewtothelistthis

quarter

$

2Amazon

16,900,000

$

6AthleticGreens

6,900,000

↑

$

10Instacart

5,800,000

Rank

Advertiser

Quarteroverquarterrankchange

Q2’23Spend

1

BetterHelp

-

$29,600,000

-

3

HelloFresh

-

$12,700,000

4

FanDuel

-

$7,100,000

5

Progressive

-

$7,100,000

7

Google

↑

$6,900,000

8

SimpliSafe

↑

$6,000,000

9

Apple

↑

$6,000,000

7

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Whichindustriesaregrowingthemost?

Brandsinthese5industriesincreasedbudgetsthemostinQ2‘23

Fastest-growingindustryinQ2‘23:Gifts

ConsumerServices&Software

$30,400,000

$50,000,000

65%

Travel

$8,900,000

$13,500,000

52%

Fast-growingindustries

%changeQ/Q

SpendinQ2‘23

SpendinQ1‘23

$17,300,000

$3,000,000

$6,500,000

$28,300,000

$6,900,000

$9,600,000

Education

Alcohol

133%

Gifts

48%

64%

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Howdidlastquarter’sindustriesfare?

Lookingbackatthe5industriesthatincreasedbudgetsthemostinQ1‘23

Q1’sfast-growingindustries

SpendinQ4‘22

SpendinQ1‘23

SpendinQ2‘23

%changeQ/Q

HealthServices

$20,600,000

$23,500,000

$28,700,000

22%

FantasySports

$14,900,000

$21,100,000

$14,300,000

-32%

LiveEntertainment

$18,400,000

$19,900,000

$22,100,000

11%

Fitness

$14,500,000

$17,500,000

$14,800,000

-15%

Cosmetics

$2,300,000

$3,100,000

$2,600,000

-16%

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Whichindustriesareadvertising

themostonpodcasts?

BusinessServices

andSoftware

Food

FinancialServices

TV&Film

831brands

+175newbrands

650brands

+124newbrands

645brands

+85newbrands

534brands

+173newbrands

Brandsreflectindividualproductsadvertisedinpodcasts;forexample,brandsinTelevisionandFilmincludeindividualprogramslikeAlexRiderpromotedbyexistingadvertiserslikeAmazonPrimeVideo.

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Q3podcastadvertisingspend

Q3podcastadvertisingspend

Q3podcastadvertisingspend

Q3podcastadvertisingspend

Q3podcastadvertisingspend

Q3podcastadvertisingspend

Citi

1.5M

170K

Q3'21

Q3'22

Hilton

874K

2K

Q3'21

Q3'22

11

Q3‘23watchlist

MasterCard

275K

4K

Weidentified6

brandswiththe

largestjumpin

spendyear-

over-yearand

betweenQ2‘22

andQ3‘22.

Q3'22

Q3'21

Q3spendfrom

thelasttwo

yearsis

displayed→

2K

Q3'22

Advertisersincludedspentatleast$50kinQ2‘23;hadmorethan500%year-over-yearchangeinspendfromQ3‘21toQ3’22;andhadmorethan300%quarter-over-quarterchangefromQ2‘22toQ3‘22.

178K

26K

101K

4K

132K

Kellogg’s

Bumble

GNC

Q3'21

Q3'21

Q3'22

Q3'21

Q3'22

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Spendbrokenoutbyrank,benchmarkedagainstQ1averagemonthlyspend

1-500500-30003000+

Q1'23Average

MonthlySpend

April

May

June

Howmuchare

advertisersspendingon

themostpopularshows?

37%

30%

33%

43%

35%

34%

InQ2‘23,about$4outofevery

$10inpodcastadspendwentto

thetop500shows1,aroundthe

sameasQ1’23

50%

42%

39%

Advertisersspentanaverageof

$200kpermonthonpodcasts

rankinginthetop500inQ2‘23

49%

42%

41%

Podcastsranking501–3000

generatedanaverageof$29k

permonthinrevenueinQ2‘23

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1Top500showsincludesanypodcastthatrankedinthetop500onaverageduringquarter

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Howdidnewbrandstestout

thechannelinQ2‘23?

$18k

Averagespendpernewbrand

2,465

Newbrandsthisquarter

00:54

Averageadlength

(mm:ss)

Mostfrequentadplacementbybrandsnewtopodcasting

Mid-roll

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%ofepisodesdedicatedtoads

Adtimeasapercentageofepisodeoverthelast12months

6.00%5.93%

5.79%

5.55%

Q2'22Q3'22Q4'22Q1'23Q2'23

5.97%

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Howhavead

loadschangedin

2023?

Averageadloadacross

episodessampledincreased

to5.97%inQ2‘23,compared

to5.55%inQ1‘23

Averageadload

isrelativelyflatY/Y,from6%

inQ2‘22

1Includingadsthatpromoteotherpodcasts

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Adtimeasapercentageofepisodecontent

15

Whichgenreshad

thehighest

8.38%

7.52%

adload?

6.4%

5.9%5.9%

5.7%

5.6%

5.5%

InQ2’23,11outofthe13

5.1%5.1%

5.0%

4.9%

4.6%

genreshighlightedincreased

averageadloads

Society&Culturepodcastad

loadsincreasedfrom6.21%in

Q1’23to7.52%inQ2’23

TrueCrimepodcastadloads

decreasedfrom8.93%inQ1’23

to8.38%inQ2’23

1Includingadsthatpromoteotherpodcasts

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Episodelengthranges

Howadloaddiffersbyepisodelength

Mostcommonepisodelengthis30-60min,makingup39%

oftheepisodesanalyzed

OnComedyshows<15minlength,theaverageadload

was35.3%inQ2’23

OnSportsshows>60minlength,theaverageadloadwas3.6%inQ2’23

<15m

19%

15-30m

9%

30-60m

7%

>60m

5%

16

Adtimeasapercentageofepisodecontent

1Includingadsthatpromoteotherpodcasts

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BenchmarkedtoaveragemonthlyspendinQ1’23

Growthinadspendbycampaign

approach

Averagemonthlyspend

increased51%Y/Yforbrandawarenessand31%Y/Yfordirectresponseadvertisersin

Q2’23

InQ2’23,directresponse

madeup50%ofoverallspend

inthemarket,whilebrand

awarenessmadeup47%1

116%

100%

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Quarter-over-quarteradspendincrease

Q1'23Q2'23

133%

100%

DirectResponseBrandAwareness

1Tune-incampaignapproachaccountsfortheremainingdifference

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HowdoshowssimulcastonYouTube

stackuptootherpodcasts?

Podcasts

46%

Simulcasts

58%

%ofadsthatarehost-read

Podcasts

28%

Simulcasts

38%

%directresponse

brandsinQ2‘231

Podcasts

5.7%

Simulcasts

5.9%

%ofairtimededicatedtoads

inQ2‘23

Podcasts

34%

Simulcasts

44%

Averagerenewalrateamong

directresponsebrands2

1%ofdirectresponseadvertisersiscomputedbyshow,andaveragedacrosseachgrouping

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2Renewalrateisthepercentageofdirectresponseadvertisersthatadvertisedonapodcastforatleast3months

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Whichgenreshadthemostnew

brands?

Sportscontinuedtobethemost

populargenrefornewbrandstorun

oninQ2‘23

1outofevery10newbrandincludedNewspodcastsintheirmediaplan

ThenumberofnewbrandsacrossallgenresdecreasedQ/Q,exceptforthe

Newsgenre

Genre

Newbrandsappearing

onthegenreinQ2‘23

Sports

662

News

403

Comedy

375

Society&Culture

327

Business

291

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%ofadsanalyzed

%ofadsanalyzed

Breakoutbyadposition

55%

Post

Ad

positions

29%

16%

Mid

Pre

Herewerethemostcommonadlengthsand

positionsin

Q2‘23

Mostcommonadlengthsand

positions

Breakoutbyadlengths

41%

15s30s60s90s120s

Adlengths1

17%

11%

2%

6%

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1Toaccountforminorvariationsinadlength,adlengthsaregroupedbased+/-5sfor15sand30s,and+/-10sfor60s,90s,and120s

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Howmanyadsranonepisodeswithasingleadvertiser?

For12%ofepisodes,allspotstypicallyavailablewerefilledby

oneadvertiser

Topgenresforsingleadvertiserepisodesinclude

Technology(21%),Business(17%),

andEducation(14%)

67%

25%

7%

21

Adcountsforepisodeswithasingleadvertiser(1)

Onead

Twoads

Threeads

(!)Adcountsbrokenoutforepisodes,whereallspotstypicallyavailablewerefilledbyoneadvertiser

1Includingadsthatpromoteotherpodcasts

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Howdoadloadsdifferbyshowpopularity?

Adtimeasapercentageofepisodecontentbyaverageshowrank

69%

7.5%Q2