Amazon has retained its spot as the top advertiser on Australian podcasts for Q3 2023, according to ARN's iHeart and Magellan AI.
Overall, September quarter spending on Australian podcast advertising grew by 88% from this time last year.
The report found that the majority of podcast genres continue to see an uplift in investment, with a marked increase into the biggest categories Kids & Family (up 673%), Science (up 493%), Sports (up 133%) and History (up 122%) year-on-year.
Corey Layton, ARN’s head of digital audio, said in the current media landscape, podcasts continue to be Australia’s fastest growing mass media, fostering unparalleled engagement and intimacy between advertisers and audiences.
"With an 88% surge in Australian podcast advertising spend year-on-year, it highlights the continued proven impact of the medium and a host’s ability to connect and drive action," he said.
The report, which uses artificial intelligence to analyse thousands of episodes from 400+ of Australia's most popular podcasts, determines the top brands advertising in this medium.
The Q3 2023 list of top spenders on Australian podcast advertising features brands from a broad range of categories including online retailers, health and entertainment, with Amazon, BetterHelp and Takeaway.com Group the top 3 ad spenders.
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