Online therapy provider BetterHelp has emerged as the leading investor in Australian podcasts in Q3 2024, according to ARN's iHeart and Magellan AI.
The company invested heavily into Australian podcasts across a range of shows and publishers including Australian True Crime, Dyl & Friends, Morbid, The Imperfects, Toni and Ryan plus Outspoken.
The Top 15 Advertisers for Q3 2024 on Australian podcast advertising features brands from a broad range of categories including technology, finance, retail, and healthcare. Airbnb and Amazon follow BetterHelp on the list as having the highest investment:
- BetterHelp
- Airbnb
- Amazon
- Wise
- Commbank
- Entain
- ANZ
- Specsavers
- Unilever
- Aussie Broadband
- McDonald’s
- Myer
- Booking.com
- Vanta
- American Express
The data also found an increased spend of 92% into the True Crime category year-on-year by brands, with Comedy podcast investment also on the rise.
As announced last quarter, iHeart, in partnership with Magellan AI, have launched a new award to recognise and celebrate the brands and agencies investing most into the Australian podcast industry. For Q3 2024, the Australian Agency of the Quarter Award has been presented to EssenceMediacom (Sydney), recognising their substantial advertising spend on podcasts during this quarter.
ARN’s head of digital audio, Corey Layton, said through the AI powered Magellan AI partnership, the network continues to see an ever-growing list of brands engaging in Australia's fastest growing mass medium.
"This quarter is no exception as showcased by the breadth of brands and shows across the entire industry that are being utilised," he said.
The Top Advertisers report uses artificial intelligence to analyse thousands of episodes from 400+ of Australia's most popular podcasts, determining the top brands advertising in the medium.
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