Study: The Power of Podcasting for Political Advertising

RADIO ONLINE | Thursday, June 8, 2023 | 3:50pm CT

Veritonic

Election season is just around the corner and Veritonic deciphered the most powerful mediums for political advertising this year. It's imperative that political candidates consider how to best reach their target audience while gaining new followers at a time when voters are crowded with messages from every angle. How political candidates stand out can largely depend on the medium they're using to place their ads.

In a recent data collection and analysis conducted by Veritonic, podcast listeners who are registered voters in the U.S. indicated their willingness to listen to political ads and the likelihood these ads have in swaying their vote.

A few of the key findings included:

• Over a quarter of respondents said they rarely (less than 50%) skip podcast ads, and 13% said they never skip podcast ads.

• 16% of podcast listeners said they will always listen to a political ad all the way through, and 55% indicated that they listen to political ads all the way through at least half the time.

• While 78% of respondents said they were more likely to listen to political ads that aligned with their views, 64% indicated that they could be swayed by a political ad even if they didn't align with their political party.

For more findings of the analysis, visit here for the full infographic.