Through the lens of podcast ads:
Budgets shrink in January as brands pull back from the holiday sprint and plan for the year ahead.
Things ramp up as the middle of the year approaches.
However, there is also a small dip in midsummer as these same brands are preparing for the holidays at the end of the year.
& then the sprint:
Brands have spent the year planning for the last few months and are committed to their campaigns. This part of the cycle starts to pick up in September and goes through the end of December.
Inverse budget pacing could reap rewards.