2025年第二季度播客广告基准报告（英）

All Content Copyright © Magellan AI • CONFIDENTIALQ2 2025Podcast advertising benchmark report2All Content Copyright © Magellan AI • CONFIDENTIALWhat is Magellan AI?IntelligenceCompetitive intel • Media planning AttributionPixel-based • Pod-to-podAdvertisers increase RoAS with Magellan AI’s media planning and optimization tools. Publishers maximize revenue by prospecting qualified advertisers with Magellan AI.Agencies prove advertiser performance and find new clients through Magellan AI.VerificationAirchecks • Audits • Brand safety3All Content Copyright © Magellan AI • CONFIDENTIALWhat’s the AI in Magellan AI?Data sourcingAd detection• AI scans podcast episodes• Identify ad placements• Host-read vs produced• Dynamic Insertion vs embedded (baked-in)Placement analysisSpend modeling• Position• Length• Download volume• Run-of-network & programmaticRescan for Dynamic InsertionAdAdAdAd00:00:29Pre-rollProducedDynamic insertionRun-of-network4All Content Copyright © Magellan AI • CONFIDENTIALInternational coverageIntroductionSampling 50,000+ podcasts across:US, Canada, UK, Ireland, Germany, France, and AustraliaFour languages:English, Spanish, German, French5All Content Copyright © Magellan AI • CONFIDENTIALOur methodologyIntroductionMagellan AI analyzes podcast advertising data from thousands of popular podcasts in the U.S. To prepare this report, we analyzed 94,938 episodes of popular podcasts. To account for dynamic insertion, we sampled multiple copies of certain episodes. For parts of this analysis, we relied on Magellan AI’s proprietary model to estimate advertising spend. Our model incorporates factors including: • The number of ads and variation in ad load detected for a given episode• Our estimates for the number of downloads for each episode• CPM as reported on select media kits and estimated based on popularity• The type of ads analyzed, including whether they are presented by the host or produced• Whether ads were delivered programmatically, via a run-of-network (RON) buy, or purchased directlyCampaign objective is determined to be direct response if the ads for that brand include a unique promo code or vanity URL. Other brands are classified as either brand awareness or tune-in.Podcasts advertising on other podcasts were excluded from our analysis, except where noted.For more information about our methodology, please email research@magellan.ai.6All Content Copyright © Magellan AI • CONFIDENTIALKey findings+28%Podcast ad spending continued to climb in Q2, increasing 28% Y/Y.8 of 10Eight of the top 10 spenders in Q2 were also top spenders in Q1, with 1 brand appearing for the first time this quarter.11,196There were 1,196 brands advertising on podcasts for the first time, a 17% increase from Q1.8.13%Ad load increased from 8.00% in Q1, to 8.13% in Q2.2+88%Spend in the Shaving industry increased 88%, with brands like Manscaped, Dollar Shave Club, and Harry’s Razors topping the list.20%About 1 out of 5 new brands included Sports podcasts in their m