Geico is a big radio advertiser and it’s also turned up the volume on podcast marketing in 2019. The insurance company was the top advertiser during September on podcasts analyzed by Magellan. Magellan identified 2,126 brands or products on the top 2,000 podcasts during the month, which compares to 1,767 brands or products identified in July.
Geico was on top in July too, and as Magellan points out, its status as a big broadcast radio advertiser helps give it a boost in the podcast ranker. That’s because some radio programs offer on-demand versions and include the advertising with the show, which oftentimes carries a Geico commercial along with it. In order to determine what impact that has, Magellan removed the radio shows that are AM/FM rebroadcasts from its ranker. The result was the number of Geico ads declined 59% during September. But illustrating just how many ads the insurer is running, that would only drop Geico down to second place behind ZipRecruiter. In a blog post, Magellan says its analysis shows Geico ran ads on 28 different podcasts, including The Stephen A. Smith Show, Adam Carolla Show, and The Paul Finebaum Show.
Draft Kings ranked No. 15 on the September ranker as the online sports betting company geared up for the NFL season. Draft Kings had a seven-fold increase in the number of ads it ran on podcasts between August and September with host-read ads on 18 different shows, which promoted their multimillion dollar cash prizes.
The Top 15 for September 2019:
Magellan’s monthly reports are based on weekly samples of shows it pulls from podcast episodes among the 2,000 shows that rank in the Top Podcasts view available through Apple Podcasts in the U.S. The sample includes up to seven episodes from shows that published new episodes in September 2019 and counts individual pre- and mid-roll ads. Podcasts advertising on only one show was excluded from the sample.