July 2020: Top 15 spenders, movers & shakers

3 min readAug 26, 2020

We looked at Magellan AI’s July 2020 spend estimates to identify the top 15 podcast advertising spenders, movers & shakers

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

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.

Top 15 July movers & shakers

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

Spotlight: NBC Universal

NBC Universal hit a milestone this year with Peacock, an all new streaming service that launched on July 15. Magellan AI first detected ads for Peacock in July 2020, but in just one month we estimate that NBC Universal spent $668k across 69 shows to promote the service and its shows. Compared to competitors during the month of the launch of their streaming services, NBC universal spent 133% more than Quibi ($193,000) during their launch in April 2020 and 153% more than HBO during their launch of HBO Max ($153,000) in May 2020.

NBC Universal, a brand awareness advertiser, spent a total of $822k on podcasts in July. Here you can listen to some example ads for each of the following podcasts: Office Ladies, Today, Explained, and Up First.

Spotlight: Turner Broadcasting

Turner Broadcasting is a media conglomerate that operates the American TV channels TBS, TNT, CNN, and Cartoon Network. In July 2020, Turner Broadcasting increased spending on podcasts by 85%. A large portion of its advertising in July was devoted to promoting the second season of its Emmy winning show The Alienist, starring Daniel Brühl, Luke Evans, and Dakota Fanning.

Turner Broadcasting, a brand awareness advertiser, spent $503k on podcasts in July, which is a 590% increase in spending from the month prior ($73,000). Here you can listen to some example ads for each of the following podcasts: The Daily, NPR News Now, and My Favorite Murder with Karen Kilgariff and Georgia Hardstark .

Spotlight: Quibi

After making a splash in the podcasting world during their launch in April 2020, Quibi is back on the movers & shakers list, this time to promote its new series Dummy. Quibi, which spent $194k back in April, doubled down in July where it spent $224k on ads for Dummy alone. This follows a trend similar to other television and streaming services advertising on podcasts, some of which have been noted above. In fact, the film & television industry as a whole has increased its spending on podcasts by 10% in July 2020, compared to June.

Quibi, a brand awareness advertiser, spent $240k on podcasts in July. Here you can listen to some example ads for each of the following podcasts: Oprah’s SuperSoul Conversations and The Dish with Trish.

Methodology

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

Interested in seeing the list of top spenders? Click here to see the whole 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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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