Magellan AI analyzes podcast advertising data from thousands of podcasts in the U.S. To prepare the latest Quarterly Benchmark Report, we analyzed 94,938 episodes of popular podcasts to uncover the behaviors, trends, and insights from Q2 2025. Our benchmark report covers the fastest growing industries in podcast advertising, where and how dollars were spent, how genres measure up by ad load and new brands, and common ad lengths & positions.

Some of our key findings this quarter include:

• +28% Y/Y spend
  Podcast ad spending continued to climb in Q2, increasing 28% year-over-year
• 8 of 10 repeat top-10 spenders
  Eight of the top 10 spenders in Q2 were also top spenders in Q1, with one appearing for the first time this quarter
• 1,196 new brands
  There were 1,196 brands advertising on podcasts for the first time, a 17% increase from Q1
• 8.13% average ad load
  Average advertiser ad load increased from 8.00% in Q1 to 8.13% in Q2
• +88% ad spend in Shaving
  Spend in the Shaving industry increased 88%, with brands like Manscaped, Dollar Shave Club, and Harry's Razors topping the list
• 20% of new brands on Sports
  About 1 out of 5 new brands in Q2 included Sports podcasts in their media plan

For a deeper dive on these numbers and much more, head over to our download page to get a free copy of the full benchmark report!

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