A billboard in a train station in the UK

Acast's New Campaign Puts News Publisher Podcasts Front and Centre for UK Voters

Press Release ·

As the General Election approaches in the UK, Acast - the world’s largest independent podcast company and home to all of the major publisher podcasts in the UK - has launched a punchy campaign to illustrate news podcasts’ critical role in shaping public discourse and informing voters. Since the election was announced, there has been a 53% increase in unique listens to political-specific podcasts, according to Acast and Podchaser data.

In an age of disinformation, publishers can help listeners stay informed with their podcasts, creating a space for open debate and share credible and thoughtful commentary. Podcasts from trusted voices that deliver the news from research teams that are consistently fact-checked offer insightful, varied perspectives on the key issues and candidates shaping the upcoming General Election. For advertisers, it’s never been more important to support these important voices with sponsorship opportunities, and aligning with a publisher brand is where the value lies. Brands can access quality content from trusted sources, achieving premium by association and affiliation.

Using a multichannel approach, Acast is initiating an expansive out-of-home advertising campaign across major railway stations, ensuring that the power of podcasts is visible to millions of daily commuters. Alongside the OOH sites, Acast is harnessing the power of its own network to amplify the message with its innovative “Acast Recommends” tool.

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Acast’s “Acast Recommends” feature serves as a guide to the most insightful and influential of these political podcasts. Running across Acast network, the Acast-made ads target listeners of similar podcasts, podcasts with shared demographics and audiences ensuring that every listener, regardless of political orientation, can cut through the politics and listen to what matters.

Alexandra Fuller, Head of Publishers, Acast UK said: “Podcasts have become a vital source of news and analysis, offering depth and nuance that traditional media forms often cannot capture. In the run-up to the General Election, podcasts provide a platform for voices from all spectrums of the political landscape, facilitating a more informed and engaged electorate.”

According to Acast’s data on its 125,000 podcasts, peak podcast listening occurs at 8am, during commuter hours. Acast has placed adverts for its key news and politics podcasts front and centre as a visual reminder - in an out-of-home campaign that leverages strategic placements in railway stations nationwide.

The campaign’s podcasts include The Guardian’s Today In Focus, Tortoise News, The Daily T from The Telegraph, Election Watch: The New Statesman Podcast from The New Statesman, Evening Standard’s The Standard, How to Win an Election from The Times, and The FT’s Political Fix.

For more information on Acast’s election-related initiatives and to discover their recommended podcasts, please visit www.advertise.acast.com

About Acast

Since 2014, Acast has been creating the world’s most valuable podcast marketplace, building the technology which connects podcast creators, advertisers and listeners. Its marketplace spans nearly 125,000 podcasts, 2,700 advertisers and c.400 million monthly listens. Crucially, those listens are monetized wherever they happen - across any podcasting app or other listening platform. The company operates worldwide and is headquartered in Stockholm, Sweden. Acast is listed on the Nasdaq First North Premier Growth Market (ACAST.ST).

This is a press release which we link to from Podnews, our daily newsletter about podcasting and on-demand. We may make small edits for editorial reasons.

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