Primary voting begins in less than two weeks and as Americans’ interest in politics is sure to climb this year, so will ad spending. Billions of dollars will be spent on political ads according to forecasters. To target listeners and advertisers, iHeartMedia is launching a new political-focused podcast network called Reasoned Choice Media. iHeart says the network will “provide a platform for diverse voices and perspectives” throughout the 2024 U.S. presidential election cycle While few details are being released, the network’s flagship show has been announced. It will reunite a trio of political analysts who previously appeared on CNN and MSNBC.
Called Native Land Pod, political commentators Angela Rye, Tiffany Cross, and Andrew Gillum will offer their insights into the political landscape with a special focus on issues that are important to Black and other minority listeners. The weekly series will publish each Thursday, beginning Jan. 11.
“This new, groundbreaking podcast brings together an electrifying ensemble of hosts, hailing from a wide range of media backgrounds,” said Will Pearson, President of iHeartPodcasts. “As we head into an election year, we’re excited to see how Native Land Pod elevates the political discourse and empowers listeners with new knowledge and diverse perspectives.”
Angela Rye is a progressive commentator that previously appeared on CNN. Andrew Gillum is the former Democratic Mayor of Tallahassee, FL. And Tiffany D. Cross had a show on MSNBC until it was abruptly cancelled last year.
“The cable news industry has stubbornly refused to speak to the rising majority of America. That’s where we come in,” said Cross. “We are your relatable political group chat where news is digestible and speaks directly to you.”
Added Gillum, “Listeners can expect to be invited into our conversations and finally find a home where their lived experiences are reflected and where their ideas are validated.”
In the premiere episode, the trio will discuss the kickoff to a crucial election year, challenges in the current American body politic and their personal stories from navigating the landscape of the cable news industry, including their own time in the headlines.
“Launching Native Land Pod before one of the most consequential elections in our lifetime is our mandate,” said Rye. “Being able to co-host along with friends who have become family to talk about political and social issues from our perspective is an honor. This is a weekly show you do not want to miss!”
Producing political podcasts could appeal to candidates as well as offer a sales opportunity to be paired with iHeart’s portfolio of conservative talk radio shows.
The political ad tracking firm says the 2024 election cycle will be the most expensive ever. It projects $10.2 billion will be spent during the 2023-2024 election cycle across all media. The forecast, if accurate, would mean political ad spending will grow 13% from the record $9.02 billion that was spent during the last presidential election cycle four years ago.