Mental health services platform BetterHelp spent a whopping $4.4 million advertising on podcasts in January.
According to analytics firm Magellan AI, BetterHelp—which, over the past few years, has become an increasingly prominent digital advertiser and sponsorer of content creators–spent more on podcasts that month than any other advertiser.
In a distant second place was insurance provider Geico, with a spend of $2.8 million.
Magellan AI puts together its monthly rankings based on advertising data from the top 3,000 podcasts in the U.S., as ranked by Apple Podcasts. It also looks at the number of ads run during episodes, the number of downloads episodes garner, and CPMs based on advertisers’ media kits.
Per Magellan’s data, January’s other top podcast advertisers were:
- Bank of America—$2.7 million
- SimpliSafe—$2.2 million
- HelloFresh—$2.1 million
- ExpressVPN—$1.9 million
- Progressive—$1.8 million
- Seriously Digital Entertainment—$1.7 million
- Squarespace—$1.7 million
- ZipRecruiter—$1.7 million
- Amazon—$1.6 million
- Oracle Corporation—$1.6 million
- Stamps.com—$1.5 million
- Madison Reed—$1.2 million
- McDonald’s—$1.2 million
Many of these advertisers are in line with earlier findings from another analytics firm, MediaRadar. Its report on the state of podcast advertising in 2020 found that telehealth, career/job-finding, and insurance-related businesses are the most likely to place ads on podcasts.
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