Top 15 Spenders, movers & shakers in October 2020: Geely, loanDepot, and Sling TV
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Below we’ve detailed the podcast advertisers with the largest month over month increase between September and October 2020.
Top movers and shakers in October
Geely is the parent company of Volvo and with the release of the 2021 line of Volvo XC90 and XC90 Hybrid cars, they made big moves in the podcast advertising space. Geely has advertised on podcasts in the past, in fact Magellan AI first detected ads for Volvo back in February 2018, but they have noticeably ramped up their spending starting in September 2020. In September Geely spent $119k promoting the XC90 and XC90 Hybrid, but this is slightly overshadowed by the $2.08mm they spent in October promoting those same brands. This 1651% increase in spending marks the largest increase for Geely since Magellan AI started tracking podcasts back in 2017.
Geely, a brand awareness advertiser, spent a total of $2.1mm on podcasts in October. Here you can listen to some example ads for each of the following podcasts: Stuff You Missed In History Class and 30 for 30 Podcasts.
Due to the current state of the economy, brought on by the coronavirus pandemic, interest rates have been at an historic low. loanDepot is taking advantage of this opportunity by offering loans and refinancing options at such low rates. October is the first month where Magellan AI detected LoanDepot ads on podcasts, so this is definitely an advertiser that we will be keeping an eye on in the coming months.
loanDepot, a brand awareness advertiser, spent a total of $98k on podcasts in October. Here you can listen to some example ads for each of the following podcasts: Political Scandals and Conspiracy Theories.
Spotlight: Sling TV
More and more Americans are cutting the cord and getting rid of cable. According to Forbes, cable companies expected to lose 6 million US households in 2020. Despite the increasing number of people who are ditching cable there is still a market for live TV. Sling TV is a live TV streaming platform owned by Dish Network that launched in 2017. Magellan AI first detected ads for Sling TV in early 2019 where they spent a total of $80k that year. October was the first month Sling TV advertised in 2020 where they spent $82k in that month alone. This may be a sign that Sling TV is beginning to focus more of their advertising efforts on podcast listeners, who may be more likely to be cord cutters.
Sling TV, a direct response advertiser, spent $82k on podcasts in October. Here you can listen to some example ads for each of the following podcasts: The Al Franken Podcast and Watch What Happens Live with Andy Cohen
Magellan AI analyzes podcast advertising data from the top 3,000 podcasts in the U.S., as ranked by Apple Podcasts. For parts of this analysis, we relied on Magellan AI’s proprietary model to estimate advertising spend. Our model incorporates a number of factors, including:
- The number of ads and variation in ad load detected for a given episode
- Number of downloads for each episode
- CPM, as reported on select media kits and estimated based on popularity
From time to time we adjust our model based on new inputs and user input.
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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