NOW AVAILABLE: Cross-Podcast Listener Measurement

November 4, 2022

Political Audiences Want to Hear from Brands

As a brand, you have a wide array of marketing channels at your disposal to reach voters in the United States, including video, display, and social media. But have you explored audio? 

In the often screen-less, day-to-day routines of politically invested consumers in the US, audio – specifically podcasts and streaming radio – are incredibly powerful and efficient vehicles for reaching and resonating with voting adults in the U.S.

And as the ultimate cheerleaders for audio, we set out to analyze its true impact.  Last month, we surveyed a sample of U.S. adults (18+) that are not only registered voters, but also avid podcast listeners, to gauge their interest in hearing advertisements within their favorite podcasts and streaming audio stations about the political issues and candidates they care about most.  And guess what? They do!

Key Findings Include:

  • More than half of those surveyed – 53% – said that they would like to hear the views of political candidates via podcast ads.  
  • Additionally, 45% of those surveyed said that they find political ads in podcasts and audio formats less disruptive than those in other channels, including Facebook and TV/Primetime news.

If you are interested in seeing the full data from this study, click here to download the infographic.

If you or someone you know is leveraging audio as part of your marketing mix and are looking for ways to better develop, optimize, and measure your audio, we can help. Contact or complete this form to speak with one of our experts.

Additional Resources

Research, Test, and Measure

the ROI of your audio assets.