Matching the Right Ad with the Right Listeners and Podcasts

Matching the right ad with the right listeners and podcasts is like using a dating app. There are almost endless podcast options to choose from, and listeners come with high expectations (and possibly ad fatigue). To get attention and inspire action, your podcast advertising campaigns need to factor in multiple elements, including finding the right podcast network, solidifying your customer profile, and more. From there, you can boost your chances of connecting your brand message with the right audience. After all, isn’t that the whole point? 

Below, dive into the importance of understanding who your podcast listener is and how to find the shows that best align with your brand and message.

Understanding Podcast Listener Demographics

The podcast universe is extensive, and like the greater universe, it continues to expand. With 158M Americans listening to podcasts monthly, consumption has increased by 49% since 2020.

The podcast listener base is significant, to say the least. What was once a niche pastime has exploded in popularity, becoming a full-strength digital audio force. And this shift is perfectly reflected in the diversity of podcast listeners.

Podcasts Unite all Ages…

When it comes to monthly podcast listening, 59% of those ages 12-34 and 55% of those ages 35-54 tune in. Even listeners who are older than 55 can be found tuning in to podcasts, albeit on a smaller scale (34%). Whether you’re looking to reach today’s youth or more mature audiences, podcasts are a powerful choice.

… and Demographics

Similarly, podcasts are a unifier for all genders and ethnicities—57% of US monthly listeners are male, and 52% are female. Additionally, 41% of multicultural podcast listeners feel that the podcasts they consume reflect their identity. Like America, podcast listeners are a melting pot—diverse and dynamic. 

Why Do Podcast Demographics Matter? 

In advertising, speaking to everyone is possible, but it’s unlikely to be as effective as focusing on your target audiences and tailoring your messaging. Here’s why understanding podcast demographics and incorporating them into your audio campaign decisions are so beneficial.

Higher Conversion Rates

Podcast listeners are highly engaged and driven to take consumer action. In fact, over nine in 10 people take action after hearing a podcast ad. The secret is to target the listeners who may benefit from your brand or product and want to learn more about it. Think about this scenario—if you’re advertising a baby clothing brand, your ad will have much higher conversion rates if you target parents or expecting parents as opposed to child-free professionals and DINKs.

Cost Efficiency

Raise your hand if you’d like more cost efficiency. Demographic insights can help you allocate your marketing budgets more optimally. When you cater to the right, ad-receptive demographics, you’re reducing wasted ad spend on listeners that don’t fit your customer profile—and boosting your ROI and ROAS. 

To get started, consider this your checklist: target audience, size of a show’s audience, ad placement, and ad format. Combine these factors, and you’ll get an approximate estimate of your podcast advertising costs. 

Superior Audience Connection

Listeners find podcast hosts to be incredibly trustworthy and authentic—up to 23x more so than traditional media channels. So, advertising to podcast audiences can be a prime opportunity to use this trust to create authentic connections with your brand.

But to sound as relatable as listeners’ favorite hosts, it’s important to really know your audience. You need to speak their language, understand their specific pain points, and be aware of cultural nuances. And a lot of this comes from knowing your audience demographics. 

For example, if you know your perfect listener is young, female, and multicultural, go where their ears are tuned in—from Rotten Mango to The Read. 

Finding a Podcast with the Right Listeners 

Now that you know why podcast demographics matter, how do you kick off the process of finding the right podcasts—with the right listeners to match? Here’s how to get it right. 

Define Your Customer Profile

First, decide between a target audience and an audience persona. A target audience is a more general group of people within a specific market segment, while an audience persona gives a more detailed glimpse into a consumer’s behaviors and interests. 

From there, you can get the answers to these questions: 

• Is your product perfect for Gen Z, millennial, or Gen X consumers? 

• Is your audience more of a household decision-maker or supporter? 

• What are your ideal listener’s location, income, and interests? 

An understanding of who your audience is and what they’re about will give you a better picture of what to look for. This insight makes all the difference when deciding on the shows, genres, and hosts your brand aligns with. 

Pick the Right Podcast Network 

Speaking of shows and genres, different podcast networks have different strengths. For one, the SiriusXM Podcast Network boasts more shows in the top 50 compared to other networks, ensuring you get maximum reach. Additionally, we are the #1 podcast network with women, making us your ideal destination if your target consumers are females. 

Looking for educated and affluent audiences? We have you covered, 52% of our monthly listeners have a college degree or higher, and 44% have an annual household income of $75K+.

Take some time and work with your podcast network (and the demographic data they provide) to identify which shows and genres work best for your product and campaign.

Test Across Different Categories

When it comes to podcast ads, there’s no “set it and forget it.” As you narrow down your search for the ideal show, don’t limit yourself to the most obvious podcast categories. While it might seem logical to advertise an athleisure retail brand on health and sports podcasts, your target demographic could also be found on true crime or educational science shows. 

Remember our note on deciding between a target audience and an audience persona? If you go for the latter, you can test various marketing campaigns and content to analyze your findings and see what resonates best. Experiment with A/B testing or compare streaming platforms—the sky is the limit. Your ideal listeners are right around the corner, waiting for your brand to find them.

Navigating the Waters of the Podcast-Listener Matchup

With a reach of two in five podcast listeners in the US, and more shows in the top 50 than elsewhere, the SiriusXM Podcast Network is an audio powerhouse.

Ready to blast your podcast campaign’s message to all the right people? Let’s talk.

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