Report: Podcast ad spending jumps 23% in Q2

Podcast advertising continued to show strong growth in the second quarter of 2026, with spending rising 23% from a year earlier and 9% from the first quarter, according to Magellan AI's latest Podcast Advertising Benchmark Report. Every month of the quarter topped the average monthly spending level recorded during Q1.

The report found 1,297 brands advertising on podcasts for the first time during the quarter, while overall ad load increased to 8.75% from 8.25% in Q1. Insurance was the fastest-growing advertising category, with spending increasing 60% quarter-to-quarter.

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