For the fifth consecutive month ZipRecruiter was the biggest podcast advertiser during the month of May. Geico remained second. That’s according to Magellan’s analysis of the pre- and mid-roll ads aired on the top 2,000 podcasts during May. Overall, Magellan identified 1,476 brands or products advertised on podcasts last month.
Month-to-month rankers naturally bring some ebb and flow of advertisers as some marketers make seasonal adjustments to their campaign. But in May podcasters received a vote of confidence from two direct-to-consumer brands. Magellan says it has tracked Harry’s Razors and Postmates since September 2017 but for the first time both companies ranked among podcasting’s biggest advertisers last month. The report says Harry’s Razors rank 3.5-times more ads in May than in April, with its spots detected on 49 podcasts. Magellan says that included testing out 31 new podcasts last month, mainly in the Society & Culture, Comedy, and Sports & Recreation categories.
The food and grocery home delivery service Postmates placed ads on 41 podcasts according to Magellan, which says 45% ran on podcasts in the Comedy genre. It also says that Postmates tested 17 new podcasts last month.
Another new name to appear on the monthly ranker is Leesa Mattress, which Magellan says ran 4.5-times more ads in May compared to April. Two-thirds of its ads ran on Comedy podcasts, the analysis shows.
The Top 15 For May:
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 May 2019 and counts individual pre- and mid-roll ads. Podcasts advertising on only one show were excluded from the sample.