Amazon heads the list of the top 15 brands advertising on Australian podcasts for the June quarter 2023, according to ARN's iHeart and Magellan AI.
Spending on Australian podcast advertising grew by 64% in the quarter compared to the same three months in 2022.
The report found that all podcast genres saw an uplift in investment, with a marked increase into the biggest categories Society & Culture (up 48%), News (up 49%) and Comedy (up 127%).
Growth in brands embracing the undeniable engagement of True Crime content has also hit new heights, up 116% year on year.
“Podcasts are Australia’s fastest growing mass medium with brands utilising its soaring engagement to connect with audiences in a more intimate and engaging way," says Corey Layton, ARN’s head of digital audio.
"The surge in Australian podcast advertising spending by 64% underscores a compelling shift towards a medium that's as diverse as it is impactful.”
The report, which uses the latest artificial intelligence technology, analyses thousands of episodes from 400 plus of Australia's most popular podcasts to determine the top brands advertising in this rapidly growing medium.
The Q2 2023 list of top spenders on Australian podcast advertising features brands from a broad range of categories including online retailers, telco and entertainment, with Amazon, McDonalds and nib Group the top three ad spenders.
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