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.

Top spenders

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.

Top industries

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.

Campaign approach

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

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:

• The number of ads and variation in ad load detected for a given episode
• Our estimates for the number of downloads for each episode
• CPM as reported on select media kits and estimated based on popularity
• The type of ads analyzed, including whether they are presented by the host or produced
• Whether ads were delivered programmatically, via a run-of-network (RON) buy, or purchased directly