Escape the Political Noise: Unplugging with SiriusXM Media

Feeling burnt out this political season? You’re not alone. Over six in 10 Americans say they are worn out by too much election and campaign coverage. With the next election looming, polarizing political headlines and ads are consuming our feeds. And with constant calls to vote, look out for misinformation, sign petitions, and stay informed, many Americans are looking for an “off” button. 

But it’s not all doom and gloom. Audio is the ideal environment for brands to reach listeners outside of the 24/7 news cycle, whether they need a comedic mood booster or are searching for an escape through pop culture or [insert passion here]. This election season, consider to highlighting what others aren’t: non-political content. Whether you’re prioritizing brand suitability, targeting listeners based on mood, or appealing to an audience that’ll be more receptive to your messages, here’s the path to avoid getting lost in political commentary this election cycle (and beyond).

Audio is an All-in-One Hug, Escape, and Entertainment 

We’re in the thick of the attention economy. And this election season, four in 10 Americans are checked out because of the news and social media focus on politics and the election. In the constant fight for consumers’ eyes and ears, audio offers elements that other media lacks. Whether listeners seek raw emotion, unedited conversations, a safe space, or a feeling that they’re a part of something bigger, audio provides all that and more. 

Audio sets itself apart by offering listeners: 

• Authenticity: Audio is 2x more authentic and trustworthy than traditional TV or online video

• Reliability: Two in three say they listen to audio today because they can access it anywhere, anytime

• Comfort: Almost four in five listeners say music relaxes them

• Community: One in two listeners say podcasts connect them to a community of like-minded people

By leaning into listeners’ motives for choosing audio and podcasts as their source of entertainment and information, brands can meet audiences when they’re in the right frame of mind—and capitalize on their passions. 

Tips for Cutting Through the Political Noise 

During election seasons, it can be easy for your ad to get lost in the mix—not only are you up against your standard competitors but also with political messaging from all angles. With election season starting around Labor Day and intensifying through Election Day in November, remember the importance of planning ahead. In an increasingly crowded media environment, digital audio can ensure you maintain visibility—so you’re not screaming into the void. 

Here are our expert-approved recommendations for steering clear of political commentary for your brand. 

Broaden Your Geography 

Here’s a fun fact: Political ads typically concentrate on key battleground states, like Pennsylvania, Michigan, Florida, and Arizona (to name a few). Go where others aren’t by running your ads nationally or focusing on other geographical markets outside these regions. It comes as no surprise that ad inventory in non-battleground states will be more readily available, giving your brand ample breathing room. 

Run Programmatically 

SiriusXM Media has long held the crown in programmatic audio. We hold programmatic auctions before serving direct IO campaigns, allowing clients to pick and choose their preferred users in a scalable auction experience. Plus, we certify and enable third-party ad measurement providers—so you can rest assured you’re in good hands. 

Strengthen Brand Safety with Podcasts 

As the political frenzy continues through Election Day, ad space will be more competitive than ever. Strategically choosing the right medium for your message is essential. You can breathe a sigh of relief, many podcasts in the SiriusXM Podcast Network opt out of political ads. And did you know? All of our podcast content is brand-safe, adhering to strict GARM brand safety standards. Still hesitant? Suit up on brand protection with contextual targeting, category transcription targeting, or the brand suitability measurement via Barometer. 

Diversify Your Products 

Political advertisers are known to leverage audio ads, and this election season, the trend will likely continue. Gain an advantage by enhancing your message (and brand recognition) with display and video advertising through SiriusXM Media. Audiences want to feel connected visually, and you can reach users when they interact with our digital audio platforms. By taking this step toward video advertising, your brand creates immersive experiences, an online community for users to start discussions, and more.

Got Ad Solutions? 

We’ll say it louder for the people in the back—SiriusXM Media is the largest digital audio advertising ecosystem in North America, reaching 150M listeners across satellite, streaming, and podcasts. And as a digital audio leader, we fully equip advertisers with our ad solutions offerings. 

Video Ad Solutions 

Video is the perfect complement to audio. Our video ads reach listeners during leaned-in, non-skippable moments like thumbing a song or starting a station. In fact, we’ve seen a 12% increase in message association from SiriusXM Media video ads. By leaning into all the senses, your message will stand out amid the political noise. 

Streaming Audio Ad Solutions 

Choosing who? Check. Choosing where? Check. Choosing how you reach your key audience? Check. Brands and advertisers can pick from dynamic audio, sequential audio, sponsored stations, or station generators to round out their strategy. Personalization is more than just a buzzword but an increasing expectation among listeners; over half of listeners say they want audio ads that are personalized to them. And knowing what your audience wants to hear is as equally important as what they don’t. 

Podcast Ad Solutions 

Think audiences aren’t paying attention to podcast ads? Think again; three in four listeners say they researched a company or product after hearing their podcast ad. Depending on your budget, choose from host reads, announcer reads, episodic sponsorship, or video host reads. 

Display Ad Solutions

With political advertisers known to lean into audio ads, stand out from the rest with display ad solutions, further reinforcing your message and capturing audiences’ attention. Pick from responsive displays, carousels, custom rich media, and more for all the moments listeners skip a song or browse a station. Plus, we guarantee that you get 100% of the real estate on your listeners’ screens. 

Get Into High Gear with Digital Audio 

Much like listeners and their audio habits, election years aren’t black and white, nor do they have to be red, white, and blue. While there’s a time and place for reaching audiences who are plugged into politics, some of us could use an off switch. With election day around the corner, you have just enough time to reach your ideal listeners—and tell them what they’re open to hearing while avoiding what they aren’t. 

Ready to cut through the noise? We’ll be waiting, let’s chat.