Magellan AI tracks podcast advertising across hundreds of popular German shows. This analysis uses our proprietary model to estimate ad spend. See our methodology for more details.
The highest-spending brands in 2024 span a mix of categories: food, retail, education, telecom, finance, and software. To see full flighting, frequency, and historical trends, book a custom demo.
Food led all sectors in 2024 with €12.2M in estimated spend, followed by Financial Services and Business Services & Software. Overall, we observed ad activity across 76 distinct industries on German shows.
We define direct response campaigns as those featuring unique promo codes or vanity URLs. Other brands are classified as either brand awareness or tune-in. For 2024, Brand Awareness campaigns made up more than two-thirds of all detected ads.
Ad load represents the share of podcast episode time dedicated to advertising. This analysis breaks out brand promotions from pod-on-pod ads – promotions for other podcasts. Pod-on-pod ad load remained steady in 2024, with advertiser ad loads declining slightly over the course of the year.
Methodology
Spend estimates are based on the set of podcasts sampled by Magellan AI and incorporates factors including:
See the latest monthly charts of the top podcast advertisers by spend and change in spend.
Download The Podscape to better understand how some of the biggest podcast companies and services fit together on one page.
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