Podcast Picks: Beyond the Headlines

People are changing where and how they consume news content. While 90% of Americans say they have little to no trust or confidence in mass media, 1 news is now the #2 podcast genre. 2 Listeners are increasingly turning to trusted podcast creators for coverage, insight, and perspective. For advertisers, that means more opportunities to reach engaged consumers in an environment built on trust. And with 45+ exclusive news podcasts across the SiriusXM Podcast Network, brands have plenty of options to choose from.

The stories shaping tomorrow

What’s more important than breaking news? An early look at the news that’s likely to break tomorrow’s headlines. The 11th Hour with Ali Velshi is designed for listeners who want content and analysis around why a story matters and what could happen next. Running in connection with MS NOW’s nightly news program, Velshi and his panel of experts bring a data-driven approach to democracy, politics, economics, and foreign affairs. 

For advertisers looking to connect with mature, highly educated audiences, The 11th Hour with Ali Velshi delivers: 98% of listeners who are 21+ or older, 75% hold a bachelor’s degree or higher, and 32% report an HHI of $100K+. And there is a nearly even split between male (48%) and female (49%) listeners. They’re also highly engaged with the content—ads and all—with 82% of listeners researching a product they heard advertised. 

Coffee, conversation, and current events

Hosted by Joe Scarborough, Mika Brzezinski, and Willie Geist, Morning Joe brings together diverse voices and perspectives to listeners looking to hear today’s top stories. As one of the top rated news podcasts Morning Joe attracts a dedicated audience of influential decision makers and engaged listeners who tune in for the insightful analysis, lively discussions, and in-depth interviews. This show is the perfect fit for brands looking to reach a mature, educated audience. Nearly all listeners (97%) are 21 and up, and more than half hold a bachelor’s degree or higher. The audience is also evenly split between men and women, offering advertisers opportunities to connect with consumers across genders.

News that doesn’t miss a beat

Politics, news, and the latest stories all get their moment in the spotlight on The Beat with Ari Melber. With thought-provoking and intriguing conversations that go beyond the headlines, Ari Melber keeps listeners informed while offering perspective on the events shaping the world around them. 

This audience is successful, well-educted, and female-led. All listeners are 21 and over, over half (58%) are female. While over a quarter of listeners (76%) hold a Bachelor’s degree or higher, nearly half (49%) reported a HHI of $100K+—meaning they’re successful in many ways. They’re also ready to take action, with 71% saying they have researched a product they heard advertised and 67% saying they visited an advertisers website. They’re also interested in a range of things from books and ebooks to organic food or groceries, giving brands plenty of ways to connect with this curious, motivated audience.

Straight to the point

Listeners may know him from his presence in the media and multiple hit shows, but Straight Shooter with Stephen A. is back with a fresh spin on the news. This time, Stephen A. is going beyond the world of sports, taking listener calls and talking about everything on his mind from politics to pop culture to entertainment, news, and anything else newsworthy. Listeners tune in for his sharp takes, big conversations, and interviews with names listeners know and love.

With a majority of the audience over the age of 21 (99%), 90% male, 54% Black, and almost half having a Bachelor’s degree or higher, advertisers have a unique opportunity to reach the highly educated and multicultural listeners who are hooked on Stephen A’s unpredictable and multifaceted takes on today’s biggest stories,

Asking the questions we’re all thinking

The news is full of big questions, sometimes keeping people up at night and leaving them wondering what really happened throughout history. Why Is This Happening? The Chris Hayes Podcast is there to answer all these questions. Writers, experts, and thinkers who are trying to get to the bottom of their burning questions join Chris Hayes to break them all down. 

Brands can connect with educated, high-earning listeners who are looking for answers and excited to learn. All listeners are ages 21 and up, 59% are male, 63% hold a Bachelor’s degree or higher, while 43% reported a HHI of $100K+. They’re also an audience that likes to dig deeper, with 81% purchasing books or ebooks and 65% purchasing vacation travel. And when brands give them something new to discover, they take action—76% have researched a product they heard advertised and 66% have visited an advertisers website. 

Podcasts transform the news from something audiences scroll past to something they chose to spend time with. And SiriusXM Media has the news content listeners trust. Let’s talk.

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