Podcast Ad Spending Rebounds, T-Mobile Tops March List

RADIO ONLINE | Tuesday, April 29, 2025 | 4:20pm CT

Magellan AI

Podcast advertising saw a strong rebound in March, according to new data from Magellan AI. Spending among the top 15 podcast advertisers rose 17% compared to February, totaling $52.1 million for the month.

T-Mobile surged to the top of the rankings, overtaking BetterHelp to become March's biggest podcast advertiser. The mobile carrier, which ranked fifth in February, spent nearly $6 million on podcast ads during March. BetterHelp followed with an estimated $5.2 million.

Rounding out the top five were Toyota ($4.8 million), Shopify ($4 million), and Quince ($3.6 million).

Most top advertisers increased their spending month-over-month. Only three companies - DraftKings (6th, $3.5 million), Amazon (10th, $2.9 million), and Squarespace (15th, $2.2 million) - reported a decline, a sharp contrast to February when 11 of the top 15 cut back.

Sports podcasts dominated as the preferred ad genre, attracting nine of the top 15 advertisers. Comedy was the top genre for five advertisers, while only Trellix (11th, $2.8 million) favored the news category.

Among the fastest-growing advertisers in March were FuturHealth (up 348%), Volkswagen (up 905%), and the American Beverage Association (up 1365%), highlighting a diverse mix of brands investing heavily in the medium.

Magellan AI's data reflects estimated advertising figures across the top 3,000 podcasts on Apple Podcasts in the U.S.