Can podcasts reach targeted audiences better than traditional media outlets?

By Matt Myftiu

An interesting media narrative emerged this year as candidates made their final media rounds ahead of the November elections — the rise of podcasts as destinations for people seeking more targeted audiences than traditional media outlets could provide.

The trend makes sense, as not only are popular podcasts starting to rival or beat traditional media in terms of overall reach and viewership, they can often be quite targeted in terms of what specific demographics are mostly watching and listening (i.e. men or women, particular age groups, location, etc.).

Applying that same logic to how businesses approach media coverage goals, it’s clear that podcasts are an option that must be considered alongside traditional media targets when it comes to determining a media strategy. Podcasts should be included in the conversation as they continue to proliferate and reach more people. There are literally millions of podcasts globally, which is impressive for a media format that really didn’t take off until about a decade ago.

With four decades of experience securing quality media coverage for our clients, Marx Layne & Co. utilizes our expertise to determine the best media options for each client to reach their specific, targeted audience. This wide range of targets can include online media, print media, broadcast media, and now increasingly podcasts.

Among the reasons that podcasts can sometimes be more effective than traditional media in reaching targeted audiences are the following:

1. Niche Content: Podcasts tend to focus on specific topics or themes, so it is easier to attract a dedicated audience that follows those subjects.

2. Engagement: Listeners typically engage with podcasts more deeply than they engage with traditional media, creating a stronger connection with the content.

3. Demographic Appeal: Podcasts reach younger demographics who avoid traditional media like radio or television. People ages 18-34 tend to favor on-demand content and are a coveted audience for businesses.

4. Brand Loyalty: Podcast listeners often develop a strong affinity for their favorite shows and hosts, which can translate into brand loyalty and a willingness to engage with sponsors or recommendations.

5. Reach can be global: Podcasts can easily reach an international audience, allowing creators to connect with niche markets around the world without geographical limitations that may limit traditional media.

6. Accessibility: Podcasts are available on multiple platforms and devices, are accessible to a wider audience, and provide opportunities for engagement at convenient hours.

Depending on the needs of the campaign, traditional media can still have significant advantages, particularly for breaking news or large events, but for longer-term engagement, podcasts offer unique benefits when it comes to reaching targeted audiences.