Top brands advertising on podcasts in May 2018

More than 4,000 brands have advertised on podcasts. Get a heads-up when new brands test podcasts as a marketing channel for the first time: learn more.

May 2018

Magellan identified 1,766 pre- or mid-roll ads placed on podcasts in May 2018. Out of 355 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. Squarespace
3. Rocket Mortgage
4. Cash App
5. Blue Apron
6. Kumon
7. SeatGeek
8. iShares
9. Audible
10. Stamps.com
11. Casper
12. Quip
13. IBM
14. Wix
15. SimpliSafe

Spotlight: IBM

Magellan first detected ads for IBM in December, when IBM advertised on 5 podcasts — four from NPR, along with StarTalk Radio.

In conjunction with the launch of IBM’s Let’s Put Smart to Work brand awareness campaign in April, IBM expanded its podcast mix to include shows from WNYC, advertising on shows like Science Friday and Freakonomics Radio. In May, HowStuffWorks’ Stuff You Should Know featured IBM’s campaign as well.

Spotlight: SimpliSafe

SimpliSafe continues to be a top advertiser on podcasts, making it back to the Top 15 in May after slipping to #17 in April. SimpliSafe has consistently advertised on the BiggerPockets Podcast: Real Estate Investing and Wealth Building to Help You Get Bigger Pockets every month in Magellan’s sample set. SimpliSafe has also been advertising on comedy podcasts like WTF with Marc Maron since November. In the last two months newly-launched shows Aftermath and We Came To Win featured mid-roll ads for SimpliSafe.

Methodology

Every week, Magellan samples episodes from 2000 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 May 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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