October: Robinhood goes big on podcasts, ADT joins the top 15

More than 3,000 brands have advertised on podcasts. Get a heads-up when new brands test podcasts as a marketing channel for the first time: learn more.

ADT

ADT was new to the Top 15 in October, joining, among others, SimpliSafe, its competitor that ranks consistently in the Top 5. ADT is one of 5 home security brands Magellan has picked up on the Top 200 podcasts, and the second to make the Top 15.

We saw about 4x the number of ads for ADT on the Top 200 podcasts in October as in September, and about twice the previous maximum we’d seen.

ADT tested 3 new shows on the Top 200 in October: Getting Curious with Jonathan Van Ness, Gladiator: Aaron Hernandez and Football Inc., and Unexplained. Gladiator is a sports news podcast, and the other two are in the Society & Culture category.

Magellan tracks over 2,000 podcasts every week. Last month, ADT tested 12 shows ranking below the top 200.

Robinhood

We first picked up Robinhood ads on podcasts in February of this year when the company advertised on two podcasts: Business & Biceps and Planet Money. We’ve picked up twice as many Robinhood ads on Business & Biceps as on any other show.

After March, the company didn’t do much in the podcast space until August when it tested 6 new Top 200 shows in addition to running ads on Business & Biceps. In October, Robinhood tested a whopping 150 podcasts out of Magellan’s overall index, in addition to staying with many of the same podcasts that Robinhood advertised on from September.

Robinhood’s ads span across almost every podcast category including Comedy, Business, History, News & Politics, Society & Culture, Sports & Recreation, and more.

October 2018 Rankings

Magellan identified 1,603 pre- or mid-roll ads placed on podcasts in October 2018. Out of 437 brands or products advertised during the month, the top 15 are listed below. Click to play a sample mid-roll or pre-roll ad for each advertiser:

1. ZipRecruiter
2. SimpliSafe
3. Squarespace
4. Rocket Mortgage
5. Stamps.com
6. Cash App
7. Robinhood
8. ADT
9. Heineken
10. Providence St. Joseph Health
11. Black Rifle Coffee Company
12. MyBookie
13. Capital One
14. Audible
15. BetOnline

Methodology

Every week, Magellan samples episodes from 200 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 October 2018.

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.

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