BetterHelp has topped the list of the top 15 Australian podcast advertisers list for the June quarter, according to ARN's iHeart, in partnership with Magellan AI.
McDonald’s is in second place and Airbnb in third, with AAMI and Amazon in fourth and fifth.
Harvey Norman, BHP, ANZ, Wise and Medibank rounding out the top 10.
iHeart and Magellan AI have also unveiled an initiative designed to recognise and celebrate the brands and agencies investing most into the Australian podcast industry.
Each quarter, coinciding with the release of the Top 15 Podcast Advertisers list, iHeart will present the Australian Agency of the Quarter award. This accolade honours the agency that dedicates the highest ad spend to podcasts each quarter.
For Q2 2024, the Australian Agency of the Quarter award has been presented to OMD Australia.
ARN’s head of digital audio, Corey Layton, said this award highlights the immense impact that brands and agencies have through their investment and proven ROI into the podcast industry.
"By recognising the leaders who are driving significant investment, we aim to inspire the continued growth within the podcasting space," he said.
OMD chief investment officer, Marelle Salib, said advertising in podcasts offers a unique platform to engage deeply with audiences in a way that’s personal and impactful.
"Messaging woven seamlessly and authentically into content listeners resonate with, provides brands the opportunity to connect and leave a lasting impression. Podcasts are an evolving space for creativity and a strategic channel to reach niche and engaged communities," she said.
Magellan AI’s reporting utilises artificial intelligence to analyse thousands of episodes from over 400 of Australia’s most popular podcasts, identifying the top brands in the medium. The findings reveal a continued increase in investment across most podcast genres, with notable growth in the business and comedy categories year-on-year.
The Top 15 advertisers for Q2 2024:
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