Top Podcast Advertisers Reduce Spending in Early 2025
| RADIO ONLINE | Thursday, March 27, 2025 |
|
 Magellan AI |
The first quarter often presents hurdles for media companies looking to boost ad revenue, a trend that was evident in recent data. According to Magellan AI, eleven of the top fifteen podcast advertisers reduced their ad spending in February, 2025.
BetterHelp led the pack as the highest spender in podcast advertising for the month, allocating just under $5 million. Following closely were sports betting giants DraftKings and FanDuel, with expenditures of $4.1 million and $3.56 million, respectively. Shopify and T-Mobile completed the top five, spending $3.55 million and $3.2 million.
Despite the overall downturn, increases were noted among four advertisers. FanDuel, HelloFresh, Oracle, and Norton ramped up their marketing investments, countering the broader trend.
A genre-based breakdown revealed that sports podcasts were the most favored for ad placements by 12 of the top 15 advertisers. Comedy was the preferred genre for BetterHelp and Quince, whereas Oracle directed the most funds into news-themed podcasts.
In total, February's top 15 podcast advertisers spent approximately $43.6 million, a sharp decline from the quarterly average of $41.3 million observed at the end of 2024.
This analysis by Magellan AI is based on advertising trends across the top 3,000 podcasts on Apple Podcasts in the U.S.
