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Average number of ads per podcast, top 400 national podcasts, Q4 2019 1 5 2 3 3 1 4 0 Source: IAB/PwC FY 2018 Podcast Ad Revenue Study, June 2019

[PDF] Podcast advertising analysis - Westwood One

Source: Magellan AI, Top 400 podcast database, Q2 2019 through Q2 2020 How to read: Source: IAB/PwC FY 2018 Podcast Ad Revenue Study, June 2020

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1

Podcast advertising

analysis

Q4 2018-Q4 2019

Magellan AI is the definitive source of

podcast advertising analytics. They capture all ads, whether host-read or pre-recorded, baked-in or dynamically inserted, and classify ads by podcast content, position, and strategy (brand awareness versus direct response).

Using machine learning to process

hundreds of thousands of podcast episodes, Magellan AI has created the

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advertising data ²covering activity by more than 18,750 brands across over

21,000 shows.

Industry leaders like SimpliSafe and The

New York Times Company rely on Magellan

AI for podcast media planning, verification

and measurement.

About Magellan AI

CUMULUS MEDIA | Westwood One partnered with

Magellan AI to analyze podcast advertising data

from the top 400 podcasts in the U.S., as ranked by

Apple Podcasts.

Each week's sample included up to 2 episodes

from shows publishing new episodes. Podcasts advertising on other podcasts were excluded from this analysis.

Magellan AI determined the campaign objective

(direct response, brand awareness, or tune-in) at the brand or product level based on whether ads for that brand or product included a promotional code or unique vanity URL. Categories used in the analysis reflect the most recent primary category available for each podcast in Apple Podcasts. Ad positions are tagged as follows:

Pre-roll ads start during the first 10% of the

episode

Mid-roll ads start after 10 -90% of the episode

has elapsed

Post-roll ads start after 90% of the episode has

elapsed

Methodology

Magellan AI: Podcast ads up +25% driven primarily

by increased episodes; ads per episode are up slightly Source: Magellan AI, Top 400 podcast database, Q4 2018 through Q4 2019.

Q42018Q1 2019Q2 2019Q3 2019Q4 2019

% change

Q4 2018

vs. Q4 2019

Average ads per

podcast3.13.03.23.13.2+3%

Number of

unique advertisers

1,1181,0051,0941,1641,201+7%

Average # of

episodesper podcasts

2.32.42.52.62.8+22%

Total podcast

advertising detections

10,78710,69411,93512,08413,463+25%

One minute average podcast ad length is stable

Average length of a podcast ad (in seconds), top 400 national podcasts, Q4 2018 to Q4 2019 :59:60:60:61:58

Q4 2018Q1 2019Q2 2019Q3 2019Q4 2019

Source: Magellan AI, Top 400 podcast database, Q4 2018 through Q4 2019.

Podcast ad detections by length, top 400

national podcasts

Ad lengthQ4 2019

Under :15 seconds9%

:15 to :30 seconds22% :30 to :60 seconds24% :60 to :90 seconds28% :90 to :120 seconds11%

Over 2 minutes6%

Most podcast ads are between :30 and :90 seconds long Source: Magellan AI, Top 400 podcast database, Q4 2018 through Q4 2019; Right: 2019 % of Network TV ŃRPPHUŃLMOV N\ OHQJPO 0HGLM G\QMPLŃV ´79 GLPHQVLRQV 2020µ

Podcast ads are far longer than

network television ads

Composition of network TV ads by length

:60s 6% :30s 46%
:15s 44%
Other 4%

Over-commercialization has not arrived:

Ads comprise less than 10% of podcast time

Average % of podcast time devoted to ads, top 400 national podcasts, Q4 2019

7.2%6.1%5.7%5.3%

Under 15 minutes15-30 minutes30-60 minutesOver 60 minutes

Length of podcast

Source: Magellan AI, Top 400 podcast database, Q4 2018 through Q4 2019. The longer the podcast, the lower the proportion of advertising time

The number of ads per podcast is very low

Average number of ads per podcast, top 400 national podcasts, Q4 2019

1.52.33.1

4.0 Under 15 minutes15-30 minutes30-60 minutesOver 60 minutes

Length of podcast

Source: Magellan AI, Top 400 podcast database, Q4 2018 through Q4 2019; Average number of MGV RQ 79 0HGLM G\QMPLŃV ´79 GLPHQVLRQV 2020µ

The average hour of

TV has 36ads

IAB/PwC revenue study:

%UMQG MGYHUPLVLQJ UHSUHVHQPV 48 RI SRGŃMVP UHYHQXH"

Revenue by campaign type

Source: IAB/PwC FY 2018 Podcast Ad Revenue Study, June 2019

Direct response adsBrand ads

27%36%48%

73%64%52%

FY 2016
FY 2017
FY 2018
FY 2016
FY 2017
FY 2018
"LQ ŃRQPUMVP 0MJHOOMQ $H ILQGV NUMQG MGV UHSUHVHQP 32 of Q4 2019 podcast ad occurrences % of ad detections by type, top 400 national podcasts, Q4 2018 to Q4 2019

24%23%26%25%32%

66%66%64%66%60%

9%11%10%9%8%

Q4 2018Q1 2019Q2 2019Q3 2019Q4 2019

Brand advertisingDirect responseOther

+33%
growth for brand advertising in podcasts over the past year Source: Magellan AI, Top 400 podcast database, Q4 2018 through Q4 2019.

Three-quarters of all podcast ads run in comedy,

sports, true crime, news, and society & culture podcasts How to read: Ads in comedy podcasts comprised 18% of all podcast ad detections in Q4 2019. Source: Magellan AI, Top 400 podcast database, Q4 2018 through Q4 2019.

1%1%1%1%2%2%2%3%3%3%4%5%

12%13%14%

16% 18% % of total ad detections: Q4 201975% How to read: 57% of ads running in music podcasts are brand ads. Podcast genres with the highest proportion of brand advertising are music, TV & film, business, and arts podcasts Source: Magellan AI, Top 400 podcast database, Q4 2018 through Q4 2019. % composition of brand advertising: Q4 2019 Podcast genres with the largest growth in share of brand advertising: history, TV & film, sports, kids & family, business, and true crime podcasts Source: Magellan AI, Top 400 podcast database, Q4 2018 through Q4 2019. -21 -13-11

0+2+4+5+5+6+8+10+14+17+19+20+24+27

Difference 2018-2019 in % composition of advertising from brands How to read: The composition of brand ads in history podcasts grew +27% from Q4 2018 to Q4 2019.

Category% of total ad detections

Q4 2019

% of brand ad detections

Q4 2019DifferenceBrand Power Ratio

Sports16%22%+61.39

Business5%8%+31.60

TV & film3%5%+21.68

History2%3%+11.10

News13%14%+11.09

Arts3%4%+11.51

Music1%2%+11.78

Kids & family1%1%01.32

Science3%3%01.12

Technology2%2%01.15

Education2%1%-10.37

Religion & spirituality1%0%-10.55

Fiction1%0%-10.25

Society & culture12%10%-20.89

Health & fitness4%2%-20.46

True crime14%11%-30.79

Comedy18%11%-70.59

How to read: Ads in comedy podcasts comprised 18% of all podcast ad detections in Q4 2019, while comprising 11% of all ad

detections from brands in Q4 2019. This represents a Brand Power Ratio of 0.59, meaning that brand advertisers are 41% less

likely to support comedy podcasts versus advertisers overall. Brand Power Ratio: Music, business, TV & film, arts, and sports have higher share of brand ads versus total

The largest % of brand ad detections are from sports, news, true crime and comedy, representing 58% of all brand ads

Source: Magellan AI, Top 400 podcast database, Q4 2018 through Q4 2019. 29%
57%
14% 28%
59%
13% 27%
61%
12% 26%
61%
13% 25%
62%
13%

Pre-rollMid-rollPost-roll

Q4 2018Q1 2019Q2 2019Q3 2019Q4 2019

% of ad detections by in-show placement, top 400 national podcasts, Q4 2018 to Q4 2019 Use of mid-rolls in podcasts is on the rise at the expense of pre-roll ads Source: Magellan AI, Top 400 podcast database, Q4 2018 through Q4 2019.

Mid-roll ad placements are centered broadly

around the mid point in a podcast; slightly front loaded 7%

14%16%

19%

16%14%

9% 5%

10% to 20%20% to 30%30% to 40%40% to 50%50% to 60%60% to 70%70% to 80%80% to 90%

% of ads by percentage of time elapsed within a podcast, top 400 national podcasts, Q4 2018 to Q4 2019

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