August Roundup: News & Politics

News and politics podcasts are rapidly growing and becoming the preferred way to consume news content. According to Pew Research, nearly nine-in-ten of those who hear news on podcasts expect it to be accurate—significantly higher than other sources of news and information.1 Podcast news coverage is thoughtful, informative, and motivational, leaving listeners feeling more connected to the world around them. In fact, news podcast listeners over-index for feeling like podcasts connect them to their community (122).2

That trust is also felt for advertisers on news content—85% of listeners say their opinion of brands advertising within news and politics podcast content is unchanged or more positive.3 This month we’re excited to showcase the SiriusXM Podcast Network's news and politics podcasts. Through our exclusive partnerships with NBC and Crooked Media, advertisers can access millions of highly engaged listeners in an environment they trust.

Get informed and take action with Crooked Media

SXM Media is a proud partner of Crooked Media, which reaches over 22 million listeners each month. On their flagship show, Pod Save America, four former aides to President Obama—Jon Favreau, Jon Lovett, Dan Pfeiffer, and Tommy Vietor are joined by journalists, politicians, activists, and more for unfiltered conversations about American politics. Not only do they break down the week’s news, they help people figure out what matters and how they can help. Their Vote Save America campaign saw 270,000 voter registrations and raised over $55 million. That engagement also carries over to advertisers, with 98% of Crooked listeners report having taken action after hearing a podcast ad.

Learn the latest with MSNBC’s Alex Wagner

Alex Wagner is a three-time Emmy nominated journalist with 20 years of experience. On her podcast, Alex Wagner Tonight, she’ll bring that breadth of reporting experience to cover news of the day, politics, and the cultural trends shaping our country. Alex Wagner Tonight promises to leave viewers with a better understanding of what’s happening in the world. Fans love her for her sharp yet sincere coverage. 

Megyn Kelly brings the debate with high-profile guests

Megyn Kelly is an American journalist and media personality who has been on air for over 20 years. The Megyn Kelly Show is the home of open, honest, and provocative conversations with the leading political, legal, and cultural figures of today. Guests include Robert F. Kennedy Jr., Senator Rand Paul, Senator Marco Rubio, and many more. Megyn’s listeners over-index for being parents and high-earners. Plus, 55% are 45-65+, an otherwise hard to find audience in digital advertising!

Get an inside look into the White House with Jen Psaki

One of NBC’s newest titles for 2023, Inside with Jen Psaki, gives listeners a look behind the curtain at the lives of the people shaping every aspect of America. Psaki draws on her 20 years of media experience—from the campaign bus to the Oval Office—to tackle the most pressing issues of the week. Episodes will include interviews with the biggest names in politics—from Speaker Emerita Nancy Pelosi to Pennsylvania Governor and former Attorney General Josh Shapiro to Former NATO Commander James Stavridis, and many more. Listeners are raving about this inside look at American politics like nothing we’ve heard before.

Cut through the chaos in just 20 minutes

Hosts Tre’vell Anderson, Priyanka Aribindi, Juanita Tolliver, and Josie Duffy Rice break down the biggest news of the day via their top Crooked Media title. In short, 20-minute episodes, they cut through all the chaos and crimes to help you understand what matters and how you can fix it. This audience is affluent, with 90% holding a bachelor's degree or higher, and 42% earning over $100K annually. They love What A Day for its daily cadence and light-hearted yet informative style, which is well-suited for Gen Z and millennial audiences.

The Nightly News with Lester Holt, no cable needed

Lester Holt is an award-winning journalist and anchor of NBC Nightly News, providing reporting and analysis of the day's biggest national and international events. With over 40 years of experience, Holt has become a trusted household name in news and politics, reaching a wide range of listeners from 18-65+. A whopping 67% of NBC’s audience say listening is more convenient than watching television.4 Reach them where traditional TV can’t!

We hope our Monthly Roundups are a fun and seasonal way to get to know the largest podcast network, SXM Media! Interested in learning more about how you can advertise with any of the above shows? Let’s chat. 

Sources:

1. Survey of U.S. adults conducted Dec. 5-11, 2022. “Podcasts as a source of News and Information” Pew Research Center

2. Podsurvey, 2023 User Study, Podcast Listeners A18+ (N=2,642), March 2023

3. Podsurvey Study Q4’21, n= 509 Politics Podcast listeners 18+

4. NBCU 2021 Podcast Listener Study, July, 2021