How Much Incremental Reach Do Podcasts Deliver?

The SiriusXM Podcast Network holds multiple crowns: The #1 podcast network with women, an audience of 60M monthly listeners, and more shows in the top 50 than any other podcast network. It’s no surprise that we bring listeners the content they crave and advertisers the flexibility, reach, and scale they need. Don’t just take our word for it. We did some digging—and we think you’ll be surprised to learn how much of a difference adding podcasts to your audio campaigns can make.

We analyzed over 3,500 completed campaigns with podcast and streaming elements (including Pandora, SiriusXM, and SoundCloud). Our goal was to determine how adding podcast ads impacts campaign reach.

Let’s dig into our findings (and what it means for your next campaign).

No Audience Overlap

The SiriusXM Podcast Network has virtually no overlap with Pandora, SoundCloud, and SiriusXM Digital. That means there’s zero overlap between audiences who hear podcasts ads and audiences who hear ads via other audio channels.

Your Takeaway: Adding podcasts to your audio campaign allows you to reach new, unique, and untapped audiences.

Pure Incremental Reach

Now for the fun part, no overlap = pure incremental reach. Every dollar spent on podcasting means incremental reach for your brand. Whether your campaign objectives are upper funnel (awareness), mid funnel (consideration), or lower funnel (conversion), adding podcast ads extends your campaign reach, increasing its potential impact. Ready for the numbers? By adding the SiriusXM Podcast Network to your plan, you can see +50% median incremental reach.  

Your Takeaway: Tapping into the influence of podcast ads is a pure audience play, allowing you to extend your reach with minimal duplication, increasing campaign efficiency and efficacy.

Combine the Power of Podcasts and Streaming

For an extra dose of incremental reach, see the added potential when you combine podcasts with streaming and SiriusXM. Our strength is that we have all three: the SiriusXM Podcast Network, the SiriusXM Streaming Network, and SiriusXM.

Here are the results you unlock:

• +142% incremental reach: Add streaming and podcasts to a SiriusXM campaign

• +89% incremental reach: Add SiriusXM and podcasts to a streaming campaign

Podcasts and Streaming Unite to Deliver Incrementality for Doordash

Speaking of combining platforms, this is what happened when we put it to the test. 

The dilemma: DoorDash wanted to get consumers excited about new categories and expand beyond restaurant product offerings.

The question: Does adding podcasts to a streaming campaign drive incremental reach?

The result: Campaign budgets were equally split between streaming and podcasts, giving both media their time in the spotlight. By the end of the campaign, the results were clear: The SiriusXM Podcast Network offered +70% incremental reach to the streaming aspect of the campaign.

The Best Podcast Reach in the Biz

It’s worth repeating—when it comes to podcast advertising, no overlap = pure incremental reach. And if you’re really looking to extend reach, look no further than the SiriusXM Podcast Network, reaching two in five monthly podcast listeners in the US.  

Ready to reach a bigger audience? Let’s chat.  

For More on the Impact of Incremental Reach