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1、All Content Copyright Magellan AI CONFIDENTIAL Do Not DistributePodcast advertising benchmark reportQ4 20221All Content Copyright Magellan AI CONFIDENTIAL Do Not DistributeMagellan AI is the podcast media planning platform used by advertisers spending over$500mm annually,covering 40,000+shows in the

2、 US and internationallyTrack the competitionPodcastad spendBuild media plansAd efficacyPost campaignanalysisGet intros to podcasts2All Content Copyright Magellan AI CONFIDENTIAL Do Not DistributeOur methodologyMagellan AI analyzes podcast advertising data from thousands of popular podcasts in the U.

3、S.To prepare this report,we analyzed over 88,000 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 AIs proprietary model to estimate advertising spend.Our model incorporates factors including:

4、The number of ads and variation in ad load detected for a given episodeOur estimates for the number of downloads for each episodeCPM as reported on select media kits and estimated based on popularityThe type of ads analyzed,including whether they are presented by the host or producedCampaign objecti

5、ve 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 methodo

6、logy,please email researchmagellan.ai3All Content Copyright Magellan AI CONFIDENTIAL Do Not Distribute4Podcast ad spending in Q4 increased 23%Q/Q,bouncing back after a flat Q37 of the top 10 spenders in Q4 were also on our Q3 top spenders list,with the rest appearing for the first time in Q41,718 ne

7、w brands or products were advertised on podcasts for the first timeAverage ad load ticked up from 5.78%in Q3 to 5.92%in Q4Brands in the Gifts industry nearly tripled spend in Q4,outpacing last year by over$1MIn Q4,we continued to observe a trend of 30 seconds ad units increasing versus other ad leng

8、ths 38%of ads we detected were about 30 seconds in lengthKey findingsAll Content Copyright Magellan AI CONFIDENTIAL Do Not DistributeGrowth in podcast advertising spend in Q422Benchmarked to average monthly spend in Q3225100%116%121%132%Q3 2022 Average Monthly SpendOctoberNovemberDecemberAll Content

9、 Copyright Magellan AI CONFIDENTIAL Do Not DistributeWho are the top spenders?The top 10 advertisers inQ422 spent an estimated$93mm,up 33%since last quarter7 out of the top 10 advertisers in Q422 were top spenders last quarterTop spenders new to the list include Flutter,Peloton,and PepsiCoRankRankAd

10、vertiserAdvertiserQuarter over quarter Quarter over quarter rank changerank changeQ422 SpendQ422 Spend1Teladoc Health(BetterHelp)-$26,000,000 2Amazon-$17,500,000 3Shopify$9,000,000 4Flutter Entertainment(FanDuel)$7,500,000 5Athletic Greens$7,000,000 6HelloFresh$6,300,000 7SimpliSafe$5,700,000 8Pelot

11、on$5,000,000 9DraftKings$4,700,000 10PepsiCo$4,400,000 6All Content Copyright Magellan AI CONFIDENTIAL Do Not DistributeWhich industries are growing the most?Fastest-growing industry in Q422:GiftsFast-growing industriesSpend in Q322Spend in Q422%change Q/QGifts$2,200,000$8,600,000 292%Gambling$14,40

12、0,000$30,100,000 110%Retail$15,900,000$28,600,000 80%Live Entertainment$10,700,000$18,600,000 74%Fitness$9,800,000$16,200,000 64%7Brands in these 5 industries increased budgets the most in Q422All Content Copyright Magellan AI CONFIDENTIAL Do Not DistributeHow did last quarters industries fare?Q3s f

13、ast-growing industriesSpend in Q222Spend in Q322Spend in Q422%change Q/QConsumer Services&Software$29,000,000$33,700,000$34,200,000+1%Live Entertainment$7,100,000$10,700,000$17,100,000+60%Fantasy Sports$5,900,000$9,400,000$12,700,000+35%Investing$3,300,000$4,800,000$5,200,000+8%Home Improvement$1,50

14、0,000$1,100,000$1,700,000+55%8Looking back at the 5 industries that increased budgets the most in Q322Which industries are advertising the mostmoston podcasts?684 brands9Business Services Business Services and Softwareand SoftwareFinancial ServicesFinancial Services620 brandsFoodFood526 brandsTelevi

15、sion&FilmTelevision&Film382 brands+87 new brands+94 new brands+120 new brands+162 new brandsBrands reflect individual products advertised in podcasts;for example,brands in Television and Film include individual programs like Alex Rider promoted by existing advertisers like Amazon Prime Video.All Con

16、tent Copyright Magellan AI CONFIDENTIAL Do Not Distribute10We identified 6 brands with the largest jump in spend year-over-year andbetween Q421 and Q122.Q1 spend from the last two years is displayed Surfshark VPNCarnival CorporationeBayEthos LifeBrave SoftwareQ1 podcast advertising spendQ1 podcast a

17、dvertising spendQ1 podcast advertising spendQ1 podcast advertising spendQ1 podcast advertising spendQ1 podcast advertising spendQ123 watchlistQ123 watchlistIPVanish VPNAdvertisers included spent at least$50k in Q4 22;had more than 500%year-over-year change in spend from Q121 to Q122;and had more tha

18、n 300%quarter-over-quarter change from Q421 to Q122.106K1.5MQ121Q12293K748KQ121Q12214K352KQ121Q1221K245KQ121Q12215K185KQ121Q1226K164KQ121Q122All Content Copyright Magellan AI CONFIDENTIAL Do Not DistributeHow much are advertisers How much are advertisers spending on the most spending on the most pop

19、ular shows?popular shows?In Q422,about$4 out of every$10 in podcast ad spend went to the top 500 shows1,around the same as Q322Advertisers spent an average of$219k per month on podcasts ranking in the top 500 in Q422Podcasts ranking 501 3000 generated an average of$32kper month in revenue in Q422111

20、 Top 500 shows includes any podcast that ranked in the top 500 on average during quarter54%55%52%43%46%48%46%39%32%19%18%17%0%25%50%75%100%125%150%December November OctoberQ322 AverageMonthly Spend1-500500-30003000+Spend broken out by rank,benchmarked against Q3average monthly spendAll Content Copyr

21、ight Magellan AI CONFIDENTIAL Do Not Distribute1200:52Average ad length(mm:ss)$24kAverage spend per new brand 1,718New brands this quarterMid-rollMost frequent ad placement by brands new to podcastingHow did new brands test out the channel in Q422?All Content Copyright Magellan AI CONFIDENTIAL Do No

22、t DistributeWhich genres hadWhich genres hadthe highest the highest ad load?ad load?In Q422,10 out of the 13 genres highlighted increased their average ad load2 of the top 3 genres by ad load in Q322(Society&Culture and Education)decreased ad load in Q4True Crime maintained its ad load in the mid-8%

23、range13Ad time as a percentage of episode content1 Including ads that promote other podcasts4.6%4.9%5.1%5.2%5.5%5.6%5.7%5.7%5.9%6.1%6.3%6.6%8.6%ScienceTV&FilmSportsTechnologyArtsBusinessComedyNewsHealth&FitnessKids&FamilyEducationSociety&CultureTrue CrimeAll Content Copyright Magellan AI CONFIDENTIA

24、L Do Not DistributeHow ad load differs by How ad load differs by episode lengthepisode lengthMost common episode length is 30-60 min,making up 40%of the episodes analyzed15%of episodes 60 min in length were on Comedypodcasts14Episode length ranges1 Including ads that promote other podcastsAd time as

25、 a percentage of episode content5%7%9%17%60m30-60m15-30m15mAll Content Copyright Magellan AI CONFIDENTIAL Do Not DistributeGrowth in ad spend by campaign approachAverage monthly spend increased 20%for brand awareness and 18%for direct response advertisers in Q422In Q422,direct response made up 50%of

26、 overall spend in the market,while brand awareness made up 48%100%100%118%120%Direct ResponseBrand Awareness Q3 22 Q4 2215Benchmarked to average monthly spend in Q322Quarter-over-quarter ad spend increaseAll Content Copyright Magellan AI CONFIDENTIAL Do Not DistributeHow have ad How have ad loads ch

27、anged so loads changed so far in 2022?far in 2022?Average ad load across episodes sampled increasedto 5.92%in Q422,compared to 5.78%in Q322Average ad load decreased Y/Y,from 6.26%in Q42116%of episodes dedicated to ads1 Including ads that promote other podcastsAd time as a percentage of episode over

28、the last year6.26%5.77%6.00%5.78%5.92%Q4 21Q1 22Q2 22Q3 22Q4 22All Content Copyright Magellan AI CONFIDENTIAL Do Not Distribute17Podcasts50%of ads that are host-readHow do shows simulcast on YouTube stack up to other podcasts?1%of direct response advertisers is computed by show,and averaged across e

29、ach grouping2 Renewal rate is the percentage of direct response advertisers that advertised on a podcast for at least 3 monthsSimulcasts61%Podcasts5.7%of airtime dedicated to ads in Q422Simulcasts6.1%Podcasts30%direct response brands in Q4221Simulcasts41%Podcasts36%Simulcasts46%Average renewal rate

30、amongdirect response brands2All Content Copyright Magellan AI CONFIDENTIAL Do Not DistributeWhich genres had the most new brands?18GenreNew brands appearing on the genre in Q422Sports359News301Comedy230Business215Society&Culture205Sports continued to be the most popular genre for new brands to run o

31、n in Q422About 11%of brands new to the market included News podcasts in plansThe number of new brands including News podcasts in plans increased from 289 in Q322 to 301 in Q422All Content Copyright Magellan AI CONFIDENTIAL Do Not Distribute19Here were the most common ad lengths and positions in Q422

32、Most common ad lengths and positionsMost common ad lengths and positions%of ads analyzedAd lengths1Breakout by ad lengths%of ads analyzedBreakout by ad positionAd positions1 To account for minor variations in ad length,ad lengths are grouped based+/-5s for 15s and 30s,and+/-10s for 60s,90s,and 120s9

33、%38%19%7%2%15s30s60s90s120s28%54%18%PreMidPostAll Content Copyright Magellan AI CONFIDENTIAL Do Not DistributeHow many ads ran on episodes with a single advertiser?For 12%of episodes,all spots typically available were filled by one advertiserTop genres for single advertiser episodes include Kids&Fam

34、ily(28%),Health&Fitness(18%),and Business(17%)20(!)Ad counts broken out for episodes,where all spots typically available were filled by one advertiserAd counts for episodes with a single advertiser(1)1 Including ads that promote other podcasts7%23%68%Three adsTwo adsOne adAll Content Copyright Magel

35、lan AI CONFIDENTIAL Do Not Distribute21Appendix AHow were ads programmed?All Content Copyright Magellan AI CONFIIDENTIAL Do Not DistributeHow were ads programmed?Average ad break positionad break position1 1for podcasts published daily222 ad breaks3 ad breaks4 ad breaks61%24%56%81%20%90%46%70%16%1 I

36、ncluding ads that promote other podcastsAll Content Copyright Magellan AI CONFIIDENTIAL Do Not DistributeHow were ads programmed?Average ad break positionad break position1 1for podcasts published weekly2362%54%77%20%42%69%88%16%2 ad breaks3 ad breaks4 ad breaks31%1 Including ads that promote other

37、podcastsAll Content Copyright Magellan AI CONFIIDENTIAL Do Not DistributeHow were ads programmed?242 ad breaks3 ad breaks4 ad breaks77%21%57%87%17%89%64%41%15%Average ad break positionad break position1 1for podcasts published seasonally1 Including ads that promote other podcastsTo learn more about Magellan AI,book a demo at www.magellan.ai