Podcast agency and market leader in creator-based video advertising, Oxford Road, has released The Untold Story of The Podcast Election.
Data in the report offers a look into how audio paved Trump’s path to the White House. It also reveals that while Harris’s podcast media strategy failed to secure the necessary scale, she also appeared on shows whose audiences tend to be less responsive than industry standards, adding new insight into her failed presidential campaign.
Audio and politics have a shared history going back to President Franklin D. Roosevelt’s first Fireside Chat nearly a century ago.
However, it wasn’t until the 2024 election that podcasts played a significant role in the outcome of a presidential race.
Informed by Oxford Road and Veritone One’s extensive historical data on engagement, scale, and responsiveness across different podcasts, the report offers a first-of-its-kind look under the hood of Donald Trump and Kamala Harris’ podcast campaigns and how they tipped the scales.
Some of the key insights the report are:
- Reach wasn’t the only important success factor in Trump’s podcast appearances. He also picked shows with more responsive audiences.
- In some cases, brand-safe content can be less influential on listeners than “riskier” content.
- When it comes to audio campaigns, audience fit alone is not sufficient for ensuring intended outcomes.
You can download The Untold Story of The Podcast Election in full from the Oxford Road website.
