Don’t cancel that local radio interview just yet, but don’t ignore the podcasters either. That could be the advice of campaign managers as a new survey shows how many voters are being reached by the podcasts that Vice President Kamala Harris and former President Trump have been appearing on.
USA Today and Suffolk University asked 1,000 likely voters whether they were aware of some recent podcast interviews. It reports that roughly one in four were aware of the podcast appearances. That includes 28% who knew that Harris appeared on Call Her Daddy, and 22.5% who knew that Harris was on podcasts like This Past Weekend with Theo Von or Andrew Schulz and Akaash Singh’s Flagrant.
While the data also means that 72% weren’t aware of Harris on Alex Cooper’s show, and 77.5% were clueless as to Trump’s podcast interviews, the niche appeal of podcasts is the real story. Call Her Daddy is the show with the largest number of young female listeners, and that is what Harris’s campaign was likely targeting. Similar, Trump has been mainly speaking with podcasters that have big numbers of young, male listeners — a demographic his campaign staff is focused on turning out.
The USA Today/Suffolk University survey also examined how the podcast appearances have impacted voters’ images of the candidates. Of those who had heard a Harris podcast interview, it says half (51%) said that what they saw made them less likely to vote for her, while a third (34%) said it made them more likely to vote for her. Another 13% said it made no difference.
In contrast, the survey data suggests Trump’s podcast strategy has been more successful. It finds half (49.5%) said they were more likely to vote for the former President based on what they heard. That compares to 28% who said it made them less likely to give their vote to Trump. Another 21.5% said it made no difference.
USA Today says several of the people it surveyed said they view podcasts as a way to focus on issues that mainstream news outlets are not covering, or for going deeper into issues they think deserve a greater examination.
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