TV Stars are Adding Podcasts to TV—Here’s Why You Should, Too

We all know that audio is the perfect avenue to extend linear TV campaigns—in fact, SiriusXM Media delivers an average +26pts of incremental monthly reach to broadcast and cable TV. But don’t just take our word for it. Instead, hear it directly from two TV actors who are embracing all the advantages audio has to offer.

In our latest Hear it From the Host webinar, Sophie Anderson, Associate Director, Sales Marketing, Podcasts, sat down with none other than Patrick J. Adams and Sarah Rafferty of the hit show Suits. 

ICYMI, we’ve got the top takeaways from the conversation. Tune in below to hear:

• How they’re extending their TV attention with their new podcast, Sidebar: A Suits Watch Podcast

• Why they think audio is a must-have for any brand that wants to reach some of the most engaged audiences in media

• What they think makes for a great partnership between hosts and advertisers

And so much more. Check out the highlight below, or watch the full on-demand webinar here.

From TV to Podcasts

Highlight: “With TV, you’re always in a rush. And seeing it connect with a new audience was just a reminder that I hadn't taken any of the time to really enjoy it or process it or even understand what it is that connects with an audience. So, Sarah and I began a conversation behind the scenes of that, just independently of a podcast, and that at some point in time it was like, ‘Wait a minute, isn't this what people are doing on podcasts? Do we want to formalize this conversation in a way?’ And, not only that, but bring in fans to it and include this giant global family of people who have been such supporters and champions of the show, give them a place to really gather and for us all to sort of have this experience together.” - Patrick J. Adams

Bringing Curiosity to Podcasts

Highlight: “Last summer, 57.7 billion minutes of the show was watched. We were on strike at the time. It was a strange time in the world, and we were so incredibly grateful, but we couldn't really feel how to metabolize this one fact, that it was one of the most streamed shows of all time. So coming together, circling the wagons, and focusing on it, and finding gratitude for it, and connecting with the people who made it possible for us to do it. Not only the people behind the camera and the writers and our cast mates and all those people, but also the viewers. And now we get this chance to watch it with fresh eyes, and we can be fans of it, too, and bring our curiosity to it in that way.” - Sarah Rafferty

The Magic of Streaming

Highlight: ”And what's happening now is when we were on the show, there was multiple generations and there was this huge contingency of college students watching the show. And we had this opportunity to tour the colleges and do these kind of live events. And now we have so much time has passed, but there's been this resurgence. The show is new again to college students a decade later and to their parents a decade later. So it's just the magic of streaming is that these things are continually new. So I think that's really amazing for us.” - Sarah Rafferty

Podcasts Create Intimacy

Highlight: “We want to provide with this podcast that same sort of companion quality…. We want it to be a big conversation that can include as many people as possible. So, that's the great thing about podcasts. It's a new media. It's so intimate. Taking it into this realm, and this medium is even more so that way. Now, every week you get to sit with us for a couple of hours and hear what our response is to this episode and hopefully join us in that conversation. I think it's just a really great way to connect with anyone who's loving the show or interested in loving the show. - Patrick J. Adams

A Screen-Free Extension

Highlight: ”I listen to my podcast when I'm working out, when I'm in the car, when I'm folding my laundry, when I'm cooking dinner, I can't sit down and watch TV at those times. And that really makes me feel a sense of connection. To be a part of somebody's conversation while I'm just doing the quotidian things. I'm just going about my day and I do have to get stuff done, but I need to feel like I'm a part of something while I do it.” - Sarah Rafferty

Trusting the Process

Highlight: “I'm trusting our amazing producers. It's SiriusXM Media, too. Like ‘That was a good tangent for about five minutes. And then the other 15 maybe is not what we need.’ But, not editing too much in my head, taking my hand off the wheel a little bit and trusting that the conversation is going to go in a valuable place. And if it doesn't, we can change it later. So I'm still figuring it out, but, in a way, it's the same as acting. It's all just an exercise in trying to get as relaxed as humanly possible and be as present as humanly possible and just be in a really good, interesting conversation with somebody who I have so much admiration and love for.” - Patrick J. Adams

Why SiriusXM Media

Highlight: “Podcasts have become such a powerful way to resonate with pop culture enthusiasts, and we are proud to partner with over 1500 entertainment podcasts on the SiriusXM Podcast Network, which reaches nearly 60 million listeners each and every month. Our shows cover the full spectrum of entertainment content from celebrity interviews on shows like Call Her Daddy to TV and film Rewatches like the long running, widely loved comedy show, How Did This Get Made? We even have a powerful slate of pop culture commentary podcasts like The Read, which is known for delving into everything from new music releases to buzzy Internet trends. In addition to all of this great content, we have all the targeting tools needed to build the campaign that meets your brand goals. So whether you want to target film and TV lovers specifically or simply align with timely, culturally relevant content that covers what's new and next in entertainment, there's a solution that's right for you.” - Sophie Anderson

Podcasts are booming, and TV stars are running to podcasting booths to extend their reach even further, and brands can, too. Interested in watching the webinar? Check it out here. And when you’re ready to learn more about what podcasts can do for your brand, let’s chat.