2026年第一季度澳大利亚播客广告报告 Australian podcast advertising benchmark report

Q12026

Australianpodcastadvertisingbenchmarkreport

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WhatisMagellanAI?

AdvertisersincreaseRoASwith

MagellanAI’smediaplanningandoptimizationtools.

Agenciesproveadvertiser

performanceandfindnewclientsthroughMagellanAI.

PublishersmaximizerevenuebyprospectingqualifiedadvertiserswithMagellanAI.

Intelligence

planning

Competitiveintel•Media

Verification

Airchecks•Audits•Brandsafety

Attribution

Pixel-based•Pod-to-pod

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Datasourcing

What’stheAIinMagellanAI?

•Host-readvsproduced

•DynamicInsertionvsembedded(baked-in)

•Position

•Length

•Downloadvolume

•Run-of-network&programmatic

AddetectionPlacementanalysisSpendmodeling

•AIscanspodcastepisodes

•Identifyadplacements

RescanforDynamicInsertion

00:00:29

Pre-roll

Produced

Run-of-network

Dynamicinsertiond

Ad

Ad

Ad

Ad

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Introduction

Internationalcoverage

Sampling60,000+podcastsacross:

US,Canada,UK,Ireland,Germany,France,Spain,andAustralia

Fourlanguages:

English,Spanish,German,French

Podcastmeasurementspansbeyondthesemarkets

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Introduction

Ourmethodology

MagellanAIanalyzespodcastadvertisingdatafromthousandsofpopularpodcastsinAustralia.To

preparethisreport,weanalyzed9,968episodesofpopularpodcasts.Toaccountfordynamicinsertion,wesampledmultiplecopiesofcertainepisodes.

Forpartsofthisanalysis,wereliedonMagellanAI’s

proprietarymodeltoestimateadvertisingspend.Ourmodelincorporatesfactorsincluding:

•Thenumberofadsandvariationinadloaddetectedforagivenepisode

•Ourestimatesforthenumberofdownloadsforeachepisode

•CPMasreportedonselectmediakitsandestimatedbasedonpopularity

•Thetypeofadsanalyzed,includingwhethertheyarepresentedbythehostorproduced

•Whetheradsweredeliveredprogrammatically,viaarun-of-network(RON)buy,orpurchaseddirectly

Campaignobjectiveisdeterminedtobedirect

responseiftheadsforthatbrandincludeaunique

promocodeorvanityURL.Otherbrandsareclassifiedaseitherbrandawarenessortune-in.

Podcastsadvertisingonotherpodcastswere

excludedfromouranalysis,exceptwherenoted.

Formoreinformationaboutourmethodology,pleaseemail

research@magellan.ai

.

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Keyfindings

Y/Yspend

+34%

PodcastadspendingcontinuedtoclimbinQ1,increasing34%Y/Y.

Repeattop-10spenders

6of10

Sixofthetop10spendersinQ1

werealsotopspendersinQ4‘25.

Campaignapproach

84%

BrandAwarenesscampaigns

madeup84%ofalldetectedadsinAustraliaduringQ1.2

Adload

6.43%

Adloadfell,from6.52%inQ4‘25,to6.43%inQ1.1

Topgrowingindustry

+38%

SpendintheInsuranceindustryincreased38%,withbrandslikeAAMI,RealInsurance,and

NobleOaktoppingthelist.

Biggestindustry

$2.1M

SpendinFinancialServices

toppedallindustriesthisquarterwithbrandslikeWise,CommBank,andVisionSuperatthetop.

1Adloadfiguresincludeadsthatpromoteotherpodcasts

2Advertisersclassifiedastune-inwereexcludedfromcampaignapproachanalysis

PodcastadspendgrowthinQ12026

SpendbenchmarkedtoaveragemonthlyspendinQ4‘25

126%

100%

89%89%

Q4'25AverageJanuaryFebruaryMarch

140%

120%

100%

80%

60%

40%

20%

0%

Thequarter’soverall

spendlaggedQ4untilamajorjumpinMarch.

OverallQ1spendmatchedQ4‘25,withQ1year-over-yearspendtoppingQ1‘25by34%.

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Whoarethetopspenders?

1Airbnb▲

2Shopify-3McDonald’s▲

4CommBank▲

5Wise▲

6HarveyNorman▲

7EntainGroup▼

8BetterHelp▼

9AussieBroadband▼

10Coles▲

Spendforthethetop10

advertisersinQ1isdownanestimated1%sinceQ4,andup19%fromQ1‘25.

6outofthetop10

advertisersinQ1weretopspenderslastquarter.

RankAdvertiserQ/Qrankchange

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Whichindustriesaregrowingthemost?

Insurance

FastestgrowingindustryinQ1

IndustrieswithlargestbudgetincreasesinQ1

Fast-growingindustry

SpendinQ4‘25

SpendinQ1

%ChangeQ/Q

Insurance

$590,000

$817,000

+38%

Bedding

$166,000

$227,000

+37%

Investing

$137,000

$165,000

+21%

BusinessServicesandSoftware

$1,195,000

$1,396,000

+17%

Travel

$1,027,000

$1,187,000

+16%

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Biggestindustriesbyspend

TopindustriesfromMagellanAIsampledadsinQ12026

FinancialServices

Q1spend

$2.1M

Y/Ychange

+7%

Food

Q1spend

$1.5M

Y/Ychange

+75%

Retail

Q1spend

$1.5M

Y/Ychange

+54%

BusinessServices&Software

Q1spend

$1.4M

Y/Ychange

+13%

Travel

Q1spend

$1.2M

Y/Ychange

+10%

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Adspendby

campaignapproach

ShareofQ1adspendbycampaignapproach

WeclassifyDirectResponse

campaignsasthoseusing

uniquepromocodesorvanityURLs.OthersfallunderBrand

Awareness.Awareness:84%

Response:16%

ForQ1,BrandAwareness

campaignsmadeup84%ofalldetectedadsinAustralia.

Brand

Direct

84%

16%

*Advertisersclassifiedastune-inwereexcludedfromcampaignapproachanalysis

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Changesinadspendbycampaignapproach

Q/Qadspendchange,benchmarkedtoQ4

Q4Q1

DirectresponseBrandawareness

100%97%

100%

102%

AveragemonthlyspendinQ1fell3%Q/Qfordirect

response,butincreased2%forbrandawareness.

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Howhaveadloadschangedin2026?

Shareofepisodesdedicatedtoads

AdvertiseradloadPod-on-podadload1

6.52%

1.01%

5.51%

Q4'25

6.43%

0.99%

5.44%

Q1'26

6.03%

1.08%

4.95%

Q1'25

1.15%

5.35%

1.05%

5.22%

6.50%

6.27%

Q2'25Q3'25

Adloadacrossepisodesfellslightlyto6.43%inQ1from6.52%inQ4.

AdloadincreasedY/Y,from6.03%inQ1‘25.

1Pod-on-podareadsthatpromoteotherpodcasts

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Whichgenreshadthehighestadload?

Adtimeasapercentageofepisodecontent

Q1AdvertiseradloadQ1Pod-on-podadload

7.49%

2.24%

5.25%

7.28%

0.98%

6.30%

5.99%

1.13%

4.86%

5.44%

0.97%

4.47%

5.33%

0.60%

4.73%

5.17%

1.53%

3.64%

6.16%

0.13%

6.03%

4.87%

0.51%

4.36%

0.80%

4.12%

0.40%

4.50%

4.90%4.92%

InQ1,6ofthe10genres

featuredhereincreasedY/Yadloads1.

TrueCrimeQ1adloads

climbedfrom6.20%in2025to7.49%in2026.

Comedy

Sports

TV&Film

History

Business

Society&

Culture

Health&

Fitness

Arts

News

TrueCrime

TV&FilmQ1adloadsfellfrom6.11%in2025to4.92%in2026.

1Thechartfeaturestopgenresbyshowcount;othergenresarenotshown

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Howadloaddiffersbyepisodelength

Averageadloadbyepisodelength

Themostcommon

7.3%

6.0%

5.2%

<15m

13.9%

episodelengthis30-60min,makingup39.2%oftheepisodesanalyzed.

15-30m

Health&Fitnessshows

30-60m

<15minlengthhadavg.adloadof18%inQ1.

>60m

Newsshows>60min

0%