Your Holiday Ad Strategy Starts with Podcasts

The holidays are a time for connecting with family and friends, carrying on the traditions of the season. And there always seems to be a companion tagging along in those moments of connection: digital audio. In fact, 90% of listeners spend the holidays with family.  

From shopping, to traveling, to bonding, the holidays and podcasts are a perfect match. And the SiriusXM Podcast Network attracts more listeners than any other network. With over 70M monthly podcast listeners, 15 premium podcast networks and studios, and 2500+ shows on our catalog, brands have access to an unparalleled audience that stays tuned in throughout the year. But tis’ the season, and we’ve got the insights for advertisers looking to ramp up their holiday ad strategy. 

Merry Motivation

From shopping for the perfect gifts, to traveling in snowy weather, to keeping track of your budget, the holiday season is busy, but audiences are prioritizing time with podcasts. They turn to audio like podcasts to soothe themselves and make the holidays feel more joyful, like 47% of listeners who say they continue to listen to their favorite podcast during the holiday season.  

Be a part of this joyful indulgence, and do it all with options that feel good for your brand. Just like finding the perfect holiday sweater, we’ve got podcast advertising solutions that feel just right. You can be all along their holiday shopping journey with solutions like Podcasts Everywhere, giving you massive reach across the SiriusXM Podcast Network, complete with standard targeting and brand suitability options. And there’s more where that came from—brands tap into strategies that make sense for their campaigns and goals, so everyone feels the cheer this holiday season. 

• Host reads

• High impact takeovers

• Streaming video

• Sponsorable shows

• Trusted voices and hosts

Listeners Turn to Podcasts to Keep the Conversation Going

Podcasters just get it; they know how to keep conversations flowing. And listeners are sharing their insights and talking points with friends and family, like male podcast listeners who over index (120) for saying podcasts give them new topics to discuss at holiday gatherings.  And ads are up for discussion, too, with 34% of podcast listeners saying they've talked to friends or family about the products and services they've heard advertised in podcasts.

Podcasts are also on hand on the go (you know, when consumers out shopping for the perfect gift). And when listeners are traveling longer distances, podcasts are the perfect companion, with one in four listeners saying they tune in while traveling or on a roadtrip—making it the perfect time for advertisers to get in their ear. With so many people to shop for and places to be, consumers are frequently on the move during the holiday season, and 53% of listeners have taken any action after hearing an audio ad while on the go. So, your brand can slip in at just the right time. 

Podcast Lovers Take Action After Hearing Ads

Listeners who love podcasts trust the voices behind the mic, including the ads that support the shows. And when it comes to host reads, they feel like recommendations, with one in three listeners saying they’re more likely to buy a product that a podcaster endorses. These audiences are excited to hear what hosts have to say, and 75% of SiriusXM Media podcast listeners are open to hearing ads voiced by podcast creators. Even if host-read ads aren't a part of your plan, keep in mind that 67% of listeners are open to hearing other types of podcast ads. And no matter the format, podcast ads are highly effective—90% of podcast listeners have taken any action after hearing an ad, from research to purchase.

Omnichannel Solutions Sleigh the Holidays

Podcast audiences feel connected to the hosts they love, with nearly half of listeners saying the host feels like they could be a friend. And in the season fueled by friends and family, podcasts are a natural fit for holidays (and all year long). If they’re big fans of a specific podcaster, listeners are likely following them anywhere and everywhere they have content across YouTube, social media, and live events. Through omnichannel solutions on the SiriusXM Podcast Network, brands tap in with the audio, video, social, and live content that followers are eating up. Think Conan O’Brien, a media powerhouse whose presence shines across all platforms. 

Be A Part of the Creators Shaping Culture

This holiday season, Tinx is influencing shoppers everywhere, and you can be a part of it. In partnership with your brand, Tinx will curate a list of gift ideas for each of her loved ones (and the things she’s hoping to receive herself) and talk about it all in three custom, branded segments on her podcast It’s Me, Tinx in the weeks leading up to the holidays. Together, we’ll create premium, shoppable content with 100% SOV,  giving you access to a leaned-in audience who is ready to follow Tinx across platforms, and take her suggestions to heart. 

The SiriusXM Podcast Network Is on the Nice List

The holidays are a big deal, and your brand should feel like one, too. SiriusXM Media is home to North America’s largest digital audio advertising ecosystem, reaching 70M listeners on our podcast network alone. We’ve got access to podcasters making big waves in the space and even the ones who are just starting out, so your brand can reach loyal fans no matter the niche, voice, or time of year. 

Getting your holiday ad strategy in place is a must this holiday season, and doing it with podcasts is your polar express ride to brand messaging that resonates, uplifts, and inspires listeners. There’s no time like the present, let’s chat.

There's More to Holiday Insights