As the United States heads into Memorial Day weekend, beer companies may have podcasters to thank if Americans open a cold one. According to Magellan AI, the beer industry increased its podcasting ad spend by 53% from March to April. Compared to a year ago, beer company podcast ad spend jumped 56%.
The increases were driven by brands such as Molson Coors, which dumped on ads and hit Magellan’s top ten last month. It spent an estimated $1.884 million on podcast ads in April as Magellan detected its ads on 111 different shows – with Sports the most used genre by Molson Coors.
Grupo Modelo has also increased its ad spend, CEO Cameron Hendrix said. During a webinar this week, he said the increase in podcast marketing by brewing companies in the spring was something they also saw a year ago.
Magellan also reports that the gift industry has again gone into overdrive for Mother’s Day. Brands in this ad category increased their podcast ad spend by 50% between March and April to nearly $2 million, with brands like StoryWorth, Aura Frame, and Blue Nile driving the increase . Hendrix said the trend for Mother’s Day spending to increase significantly from March to April is one they’ve seen this year as they did a year ago.
But Magellan also reports that year-over-year, giftware industry ad spend on podcasts is down 7% between 2021 and 2022.
Overall, Magellan reported that BetterHelp remained the biggest podcasting advertiser in April. Magellan AI’s monthly update shows the online mental health care provider increased spending to around $7.7 million during the month. It was followed by ZipRecruiter, Express VPN, Progressive and HelloFresh.
Overall, Magellan estimates that the top 15 podcast advertisers invested a total of $35.49 million in April. That’s down 3% from the $36.77 million spent by the top 15 in March.
Magellan analyzes podcast advertising data from the top 3,000 podcasts in the United States, as ranked by Apple Podcasts. Magellan’s proprietary model is used to estimate ad spend. It includes factors such as number of ads and variation in ad load detected for a given episode, number of downloads for each episode, and estimated CPMs as reported in some media kits and estimated based on popularity.