August 2020: Top 15 spenders, movers & shakers

Each month Magellan AI uses our proprietary methodology to generate estimated spending numbers for every advertiser detected. Want to learn more about how much advertisers are spending? Sign up for a demo.

Click here to see the full list of top 15 podcast advertising spenders in August

Below we’ve detailed the podcast advertisers with the largest month over month increase between July and August 2020.

Top movers and shakers in August


Due to the global pandemic, work collaboration and management software has become more critical than ever. For, this led to immense growth, evidenced by the fact the company’s valuation has doubled as of May 2020. In August, Magellan AI detected that considerably increased its ad spending on podcasts. In fact, we estimate that they spent $969k in August, a 2190% increase from July. In their ads, they highlighted the importance of collaboration software in these times of remote work., a direct response advertiser, spent a total of $969k on podcasts in August. Here you can listen to some example ads for each of the following podcasts: American Innovations, 1A, and Crime Junkie.

Spotlight: Microsoft was not the only collaboration tool that stepped up its advertising on podcasts in August 2020. Microsoft also increased its ad spending on Microsoft Teams, the Goliath to’s David. In August 2020 Microsoft spent $247k on ads for Microsoft Teams alone. This marked a return to the podcast space after spending similar levels in March — May 2020. Similar to their competitor, ads for Microsoft Teams also highlighted the needs and benefits of collaboration tools during these times

Microsoft, a brand awareness advertiser, spent $384k on podcasts in August, which is a 1564% increase in spending from the month prior ($23k). Here you can listen to some example ads for each of the following podcasts: Planet Money, Freakonomics Radio and Startalk Radio.

Spotlight: Apple

Last year Apple released Apple News+, a subscription service that gives access to over 300 magazines and newspapers. In August 2020, Apple stepped up its advertising for Apple News+ on podcasts, spending $311k. This increase in spending might be in anticipation of the release of Apple One, a subscription service that bundles existing Apple subscriptions and iCloud storage into one price.

Apple, a brand awareness advertiser, spent $311k on podcasts in July. Here you can listen to some example ads for each of the following podcasts: Startalk Radio, Oprah’s SuperSoul Conversations and Ted Talks Daily.


Magellan AI analyzes podcast advertising data from the top 3,000 podcasts in the U.S., as ranked by Apple Podcasts. For parts of this analysis, we relied on Magellan AI’s proprietary model to estimate advertising spend. Our model incorporates a number of factors, including:

  • The number of ads and variation in ad load detected for a given episode
  • Number of downloads for each episode
  • CPM, as reported on select media kits and estimated based on popularity

From time to time we adjust our model based on new inputs and user input.

Interested in seeing the rest of the advertisers that topped the list? Click here to see the rest of the list.

Magellan AI creates tools that help marketers at brands like SimpliSafe, Wix, and ThredUP spend intelligently on podcast advertising. Podcast publishers like WNYC and Audioboom use Magellan to track advertisers spending money in the podcast space. Learn More.

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Magellan AI helps leading podcast networks like WNYC, Gimlet Media and Wondery grow revenue. Discover 4,000+ brands advertising on podcasts at

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