BetterHelp remained podcasting’s biggest advertiser last month, according to Magellan AI, whose monthly report shows February spending was softer than a month earlier. It says the top 15 advertisers on podcasts spent a combined $44.76 million. That was down from the $54.06 million spent in the prior month.
A single advertiser — Amazon — was responsible for a big portion of that decline. The online retailer ended BetterHelp’s three-year run at No. 1 in December and then slid back to second place in January. But with no big retail holidays driving February sales, Amazon pulled back its advertising spending last month. It still invested $2.4 million on podcast ads, but that compared to $6.8 million in spending in January.
The Super Bowl helped drive two sports betting advertisers to the top of Magellan’s monthly ranking. DraftKings spent $4.1 million on podcast ads, up 28% from a month earlier. And FanDuel spent $3.6 million, which gave it a top 15 appearance. Tax season also put Intuit into the ranker as it spent $2.2 million on podcast ads marketing its TurboTax service.


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