Politics & Podcasts: The People’s Choice, the People’s Voice

Today, more than ever, political campaigning is a dynamic landscape. If you want to resonate with voters, you need to find innovative and effective ways to communicate. Podcasts have gained traction as a unique outlet that can reach voters in an intimate environment across the entire political spectrum. From informing voters, to shaping public discourse, to changing the way we ingest news, the rise of political podcasts has transformed politics as a whole.

According to Nielsen, the news genre (including the sub-category of politics) has seen a surge in listenership since May 2019, boasting a +47% increase among adult podcast listeners. Through the credible and trusted voices of the hosts, extensive reach, and advanced targeting capabilities, these podcasts are an ideal choice for advertisers in the political space. If you're looking to join thoughtful and authentic conversations and educate voters on the complexities of political issues to make informed decisions on election day, the SiriusXM Podcast Network offers an opportunity to connect with voters on both sides of the aisle.

Registered and Ready

Voting, a fundamental right, and civic duty, remains the cornerstone of democracy, and podcast listeners agree—93% of adult podcast listeners are registered to vote, and 95% of podcast listeners say they are voting or might vote in the upcoming 2024 presidential election. Democracy thrives on the participation of citizens, and voting contributes to the collective decision-making process that determines the country's leadership and policies. Political podcasts are the perfect platform for advertisers to mobilize voters and directly communicate their ideas and policies while sharing their vision for the future with a vastly diversified audience.

Engaged, Educated, and Eager

The rise of disinformation and political polarization has posed significant challenges, emphasizing the importance of informed voting. And when it comes to podcast listeners and politics, they're leaning in and conducting their research—75% of adult podcast listeners say they plan to stay informed on upcoming 2024 election events, and 74% say they educate themselves at the local level when it comes to political candidates and issues. Specifically, when it comes to the latter, podcasts offer a clear opportunity for advertisers to focus on local-level issues.

Mobilizing Listeners Across the Aisle

Voters want their voices heard—so much so that 71% of adult podcast listeners plan to participate in any action related to the 2024 election. Luckily, podcasts offer the perfect opportunity to engage listeners and encourage active participation and support.

Here's how podcast listeners plan to take action.

With the right messaging and voice behind the microphone, podcasts can be valuable platforms for presenting facts, addressing misinformation, and effectively advocating for specific policy viewpoints, especially regarding the issues that matter most to voters.

The Voter Spotlight—Top Issues for the 2024 Presidential Election

• The economy: 65%

• Inflation: 58%

• Healthcare: 58%

• Women's health/reproductive rights: 55%

• Education: 49%

• Immigration: 46%

• Gun control: 46%

• Environment: 46%

• National security: 43%

• Public health/safety: 41%

Building Credibility and Trust Through Podcasts

Compared to other media sources, podcasts have an outstanding reputation for truth and trust. Embracing this medium isn’t just a strategic choice—it’s a necessary one.

It's no surprise that 70% of podcast listeners think there is too much disinformation in the media these days, or that 64% think it's hard to tell what information is truthful in the media. In a world that’s oversaturated with competing sources, information, and data, it's essential that advertisers align with the appropriate resources and voices to gain credibility.

Adult podcast listeners are 59% more likely to agree that podcasts are the most reliable source for factual information, and one in three podcast listeners say a political campaign advertisement has had an impact on their voting intentions or changed their views on a political issue.

Podcasts: The New Political Player

Podcasts have proven to be invaluable sources in the world of politics. With the ability to bridge the gap between voters and candidates, educate voters on complex issues, leverage authentic and trusted voices, and influence public opinion, podcasts are and will continue to be a significant force in political campaigns for years to come.

If you're ready to strategize, let’s talk.