Podcast Ads for Health Products: What Works and Why

The data is clear: Americans are more focused on their well-being than ever before. With current economic shifts, political divide, and everyday stressors, 63% of Americans aged 18 and above feel anxious about their health, with 43% worrying more than they did a year ago. Consumers are taking action by putting their health first, with over 80% of consumers now considering wellness a top priority in their daily lives.  

How can brands connect with this growing group of wellness enthusiasts? The answer is podcasts. Health-conscious consumers are increasingly turning to this medium for information, inspiration, and a sense of community. Here’s why podcasts are the perfect fit for health product advertising and how you can connect with engaged, action-oriented listeners.

Podcasts Are Part of Modern Well-being

When it comes to one's well-being, not all media formats are created equal. Social media often can be overwhelming—from the stream of curated feeds, to the habit of doomscrolling, to the constant updates. The result? Disconnection, anxiety, and digital burnout. 

Instead, podcasts offer a refreshing alternative for listeners:

• 7.8x more likely to say that podcasts are better for their mental health in comparison to social media

• 43% say that audio content helps reduce their daily screen time, giving their minds a visual break from the always-on digital world

Podcasts motivate, inform, and ground listeners, whether they’re tuning in for expert advice, wellness routines, or uplifting stories. For many, building healthy habits is easier with a support system. And that’s precisely what podcasts give their audience—a chance to join a community of like-minded listeners seeking to improve and thrive.

Why Podcasts Are a Natural Fit for Health Product Advertising

A Growing Audience and Deep Engagement

As the podcast landscape itself is rapidly growing, so is the audience segment that is actively invested in their well-being. Recent years have brought more uncertainty, leading to a surge in the health and wellness podcast genre, which has seen +50% growth from 2019 to 2024. Listeners who are plugged into wellness content consider their health to be a core value, not a fleeting trend.

Listeners Are Ready to Invest in Wellness

Wellness consumers are willing to splurge on products that help them achieve their health goals. Among our listeners, 81% are more likely to pay for eco-friendly products, and one in two will pay just about anything when it concerns their health, reflecting strong purchase intent and a willingness to not hold back when it comes to spending.

These are listeners who see podcasts as a source for finding new information, trusted reviews, and actionable advice. They tune in to their preferred shows looking for real and authentic recommendations—the ideal setup for authentic, memorable ad messaging. 

The Key to an Effective Health Product Podcast Ad

To win over a podcast audience, your health product ads need to do more than inform; they need to connect. Leverage the unique power of audio to create an unforgettable brand moment.

Experiment with Sound Effects 

Audio offers a rich sensory experience, and podcast ads that use creative sound design are bound to grab attention. Pair it with a beloved host, and you’ve got one unforgettable message. For instance, let’s look at an ad for a CPG snack brand on The Mel Robbins Podcast. As Mel Robbins talked about the snack, she bit into it, letting that satisfying crunch add to the story. This resulted in a mouth-watering message that appealed to listeners’ taste buds and made the snack enticing. 

Emphasize Impactful Benefits

Effective health product ads go beyond simple product features—they highlight how their offering transforms lives. For a past campaign, a meal kit provider teamed up with us for an announcer read. The ad used an informative delivery and relatable tone to connect with the audience while describing the benefits, from time savings to more energy for doing what you love.

Find Wellness Listeners Across Channels

Today’s podcast listeners are omnichannel consumers who meet their favorite creators across various platforms. And health and wellness enthusiasts are no different. 

• 54% of wellness listeners are spending more time with podcasts on TikTok

• 46% name YouTube as their preferred platform for podcast consumption

For advertisers, this means even more audience reach and additional opportunities for creative messaging, from video host reads to sponsored stories on social media.

A Powerful, On-Demand Support System 

The SiriusXM Podcast Network is more than a network; it’s a premium destination for health and wellness content. From The Mel Robbins Podcast to Hidden Brain, we have a lineup of over 530 health and wellness podcasts, offering unparalleled access to a highly motivated audience. Our listeners are not passive observers; they are truly eager to improve their well-being, both physically and mentally—and they lean on podcasts for tips and recommendations. 

• 93% of listeners believe taking care of your mental health is a critical part of overall wellness

• 79% are always looking for new ways to live a healthier life

• 54% frequently look for fresh ways to shake up their exercise routine

Whether listeners are exercising, cooking healthy meals, or recharging for whatever comes next, podcasts fit seamlessly into their healthy routines. Listeners aren’t just tuning in either, they make moves. The numbers speak for themselves: A whopping 93% of health and wellness podcast listeners have taken any action after hearing an ad.

Don’t Forget About the Healing Power of Music

Take your reach further and reinforce your brand messages with streaming audio. Music is a panacea, with listeners turning to the medium to improve their mood (77%) and relax (75%)—and 59% of listeners say music is important for their mental health and well-being. On the SiriusXM Streaming Network, you can reach audiences when they’re indulging in some self-care by leveraging our mood and activity targeting. From our chill, relaxed, and soothing moods to our winding down and workout activities, you can reach your consumers when they’re in a wellness mindset.

Reach Health-Conscious Listeners on SiriusXM Media

We offer our partners unmatched scale, leading solutions, and diverse audiences. With our podcast network that houses legendary hosts, trusted experts, and wellness icons, it’s easy to reach your perfect listener. 

Ready to craft a campaign that does more than inform but inspires action? Let’s talk.

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