Magellan Al analyzes podcast advertising data from thousands of popular podcasts in the U.S. Toprepare this report, we analyzed over 136,500 episodes of popular podcasts. To account for dynamicinsertion, we sampled multiple copies of certain episodes.
For parts of this analysis, we relied on Magellan Al’s proprietary model to estimate advertising spend.Our model incorporates factors including:
· The number of ads and variation in ad load detected for a given episode
· Our estimates for the number of downloads for each episode
· CPM as reported on select media kits and estimated based on popularity
· The type of ads analyzed, including whether they are presented by the host or produced
Campaign objective is determined to be direct response if the ads for that brand include a uniquepromo code or vanity URL. Other brands are classified as either brand awareness or tune-in.
Podcasts advertising on other podcasts were excluded from our analysis, except where noted.
For more information about our methodology, please email research@magellan.ai
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