Magellan AI report shows growth in podcast advertising spend

A quarterly report from Magellan AI reveals significant growth and shifting trends in the podcast advertising market. In the United States, sports podcasts have emerged as a major sector, representing 13% of all ad spend and attracting 18% of new brands. The insurance industry also saw a substantial 60% increase in spending over the past year.

Top advertisers in the U.S. include Quince, which led with $19 million in spending, followed by Shopify at $15.7 million and BetterHelp at $15.6 million. Other major spenders include Toyota, Amazon, and T-Mobile.

In Ireland, podcast advertising investments grew by 33% during the first half of 2026 compared to the same period in 2025. The Irish market saw the entry of 576 new brands, with financial services acting as the primary advertising sector. Brand awareness campaigns dominated the Irish landscape, accounting for 83% of analyzed expenditures.