July Top 15: Farmers Insurance makes the list for the first time and Geico takes the #1 spot
More than 6,000 brands have advertised on podcasts. Get a heads-up when new brands test podcasts as a marketing channel for the first time: learn more.
Spotlight: Farmers Insurance
We first picked up ads for Farmers Insurance in November 2017, when we were tracking the top 200 podcasts, but this is the first time Farmers Insurance has ranked in our top 15 podcast advertisers list. In 2017 and 2018, we picked up only a few ads from Farmers insurance. However, in 2019, we saw an increase in ads on the top 2,000 podcasts. We detected a 57% increase in ads from June to July. We picked up Farmers Insurance on 8 new podcasts in July including; 22 Hours: An American Nightmare, Gals on the Go, and Fox Sports Radio Weekend.
Farmers Insurance, a brand awareness advertiser, ran a couple of different versions of their pre-recorded ad. You can listen to some examples for each of the following podcast; The Steve Austin Show, The Dan Patrick Show on PodcastOne, The Adam and Dr. Drew Show, and Off the Vine with Kaitlyn Bristowe.
What else changed?
Geico knocked BetterHelp out of the #1 position, moving ZipRecruiter into the #3 position. Relief Factor, TrueCar, Farmers Insurance, Native, and Roman all made the top 15 list for the first time. There’s always some movement up and down the top 15 list, but we saw bigger jumps or drops from SimpliSafe (#7 to #4) Progressive (#10 to #6) and Quip (#9 to #11).
Magellan identified 1767 brands or products on the top 2,000 during the month, the top 15 are listed below. Click to play a sample mid-roll or pre-roll ad for each advertiser:
- Rocket Mortgage
- Capital One
- Third Love
- Relief Factor
- Farmers Insurance
Every week, Magellan samples episodes from 2,000 shows that rank in the Top Podcasts view available through Apple Podcasts in the US. This sample includes up to two episodes from shows that published new episodes in July 2019.
The brands listed above were ranked by the number of individual pre- and mid-roll ads that appeared in our sample. Podcasts advertising on other podcasts, foundations, and those advertising on only one show were excluded from the sample.
Magellan AI creates tools that help marketers at brands like SimpliSafe, Wix, and ThredUP spend intelligently on podcast advertising. Podcast publishers like WNYC and Audioboom use Magellan to track advertisers spending money in the podcast space. Learn More.
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