For the second consecutive month there was a new name atop Magellan’s monthly list of the biggest podcast advertisers. Geico ran more commercials on the top 2,000 podcasts in July than any other advertiser. That pushed the prior month’s No. 1 advertiser, Better Help, to second place and ZipRecruiter, which had been at the top for the prior five months, to third. Overall, Magellan identified 1,767 brands or products in the top 2,000 during July.
Even as Geico ascended to the top, Magellan said its rival Farmers Insurance had what was an even more noteworthy move. It boosted the number of podcast spots it ran 57% between June and July. And while it detected the first Farmers Insurance podcast ads in November 2017, the increase last month was large enough that it made the monthly top 15 ranker for the first time. Magellan says it picked up Farmers Insurance ads on eight new podcasts in July, including 22 Hours: An American Nightmare, Gals on the Go, and Fox Sports Radio Weekend. It also says the insurer’s brand awareness campaign ran a couple of different versions of their pre-recorded ad.
Farmers Insurance wasn’t the only advertiser to make Magellan’s monthly top 15 list for the first time. Other newcomers included health supplement company Relief Factor, auto retailer TrueCar, deodorant brand Native and the erectile dysfunction drug company Roman.
The Top 15 for July 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 two episodes from shows that published new episodes in July 2019 and counts individual pre- and mid-roll ads. Podcasts advertising on only one show was excluded from the sample.