Podcast advertising in a pandemic — Magellan AI releases latest report
We looked into how coronavirus is impacting podcast advertising in our latest whitepaper. Download the free report here.
The coronavirus has caused major disruptions in almost every industry, and podcasting has been no exception. In response, the question on the top of everybody’s mind has been about how coronavirus has affected listenership and downloads, but that only tells part of the story.
At Magellan AI we chose to take a different approach at the onset of the coronavirus pandemic. Over a 5-week span, Magellan AI released a series of articles detailing the effects coronavirus has had on podcast advertising. In our latest whitepaper, we take a look back at the research and present some new findings. We explore:
- What’s happening in the market overall?
- Which categories of advertisers have spent more or less money?
- Which genres have seen the biggest changes in ad revenue?
- How has coronavirus changed the content of podcasts?
- How have podcast hosts incorporated coronavirus into their ad reads?
- Which advertisers have been ramping up spending in response to coronavirus?
Magellan AI conducted an ad placement analysis to see how the volume of ad placements has been affected by coronavirus. Here’s what we found:
Ad volume analysis
The number of ad spots being filled has trended downward since February, with a more significant dip during the week of 3/30. While this indicates that the volume of ad spots has been decreasing since February, it also shows that changes have been minimal and that the dip towards the end of March bounced back.
About Magellan AI
Magellan AI is the definitive source of podcast advertising analytics. We capture all ads, whether host-read or pre-recorded, baked-in or dynamically inserted, and classify ads by podcast content, position, and strategy (brand awareness versus direct response). Using machine learning to process hundreds of thousands of podcast episodes, Magellan AI has created the world’s largest database of podcast advertising data — covering activity by more than 18,750 brands across over 21,000 shows. Industry leaders like SimpliSafe and The New York Times Company rely on Magellan AI for podcast media planning, verification and measurement.
To learn more, visit www.magellan.ai