Digital Audio Delivers Political Campaign Precision at Scale

Political campaigns aren’t over until the polls close—and neither are the opportunities to reach persuadable voters with digital audio. In a world oversaturated by screens and visual media, audio can help political advertisers stand out, get attention in everyday moments, and build connections.

On average, Americans spend over four hours a day with digital audio like streaming music and podcasts. 1 It’s with them in the car, at home, and on the go—going places that visual media can’t. And in these moments, voters are leaning into their passions. 

Music motivates listeners (59%), is a part of who they are (49%), and provides inspiration (44%). And podcasts educate listeners (62%), help them learn something new (61%), and aid them in understanding topics of interest (46%). 2

These are powerful mindsets to tap into—and exactly the right movements to influence voters. 

Gain incremental reach with digital audio

The phrase “every vote counts” gets truer each election cycle. And without digital audio on the media plan, political advertisers are missing the chance to consistently influence and reach new and different voters. 

SiriusXM Media offers incremental over other media, up to: 3

• +26% over linear TV

• +29% over streaming TV

• +22% over CTV

• +13% over Facebook

• +19% over Instagram

• +29% over TikTok

Additionally, we can deliver incremental reach over other audio media, including +18% over AM/FM radio and +11% over other streaming audio platforms. 3

Lean into massive scale

And it’s not just about incremental reach. On its own, digital audio delivers impressive scale. Political advertisers can reach the 84% of the voting-age public through ad-supported audio. 4

With SiriusXM Media, campaigns can reach nine in 10 adults ages 18 and up. 5 Here’s what that looks like: streaming music listeners on Pandora and SoundCloud, podcast consumers on the SiriusXM Podcast Network, and sports, news, and talk listeners on SiriusXM. And we offer incrementality across our platforms. For example, when advertisers add podcasts to a streaming music buy, they can gain +54% incremental reach. 3

Our scale got even bigger this year with the addition of YouTube Audio Ads to our portfolio. Through SiriusXM Media, advertisers can tap into YouTube's expansive audience during audio-first listening moments, giving advertisers the opportunity to extend the scale and frequency of their existing streaming audio and podcast campaigns.

Target persuadable voters 

When it comes to audio, there are a lot of outdated assumptions around audience targeting. But with digital audio, rich signals, first- and third-party data, and contextual solutions allow for precision targeting at scale.

On the SiriusXM Streaming Network, advertisers can leverage:

• Audience reach – Scale against a preferred audience across demographics, geographics, audience segments, and database matching

• Contextual targeting – Align with relevant content to show up in the right moments with language, mood, activity, and genre targeting options

• First-party targeting – Reach ideal voting audiences like lean Democrat, lean Republican, Independent voters, Hispanic Americans, and African Americans

• Third-party targeting – Connect with intended audiences using trusted solutions like likely 2026 voters, primary voters, partisan audience, and more

And on our podcast network, targeting capabilities include:

• Predictive and behavioral – Scale against a preferred audience, including lean/strong Republican or Democrat, political moderates/conservatives, multicultural, and more

• Category – Connect with audiences listening to podcasts in priority genres like news, politics, sports, health, and kids & family 

• Contextual transcription – Reach voters listening to relevant podcast episodes on topics like business, law & government, personal finance, real estate, and travel 

• Inventory source – Focus on premium sources like CNBC/MSNBC, MK Media, NBC Sports, SiriusXM shows, and more

Connect with voters where they’re listening: SiriusXM Media

From the music that fuels the daily routine to the shows that keep them entertained and informed, we can help you connect with voters in intimate, premium listing environments.

Ready to get in the ears of persuadable voters? Learn more about advertising opportunities for political campaigns.

Learn more about digital audio advertising