At first glance, this headline may seem controversial. The reality is, it’s not. Time and time again, it’s been proven that digital audio is winning over audiences, garnering higher attention and driving impact. And as other reach channels self-destruct (looking at you, social media), audio continues to drive positive association and be the media of choice for consumers.
The scoreboard doesn’t lie. The research, facts and data are there to demonstrate that audio should be a mainstay in your marketing plan. And, to prove it to you, let’s put digital audio up against your favorite tried-and-true reach channels.
Digital audio reaches the unreachables
Who are the unreachables? The 52% of Americans who don’t have cable TV, which is predicted to increase exponentially in the next few years. The good news is that these consumers are replacing this time with digital audio.
From podcasts, to live talk, to their favorite SoundCloud mix, digital audio gives listeners the control and freedom to listen where and when they want. And accessibility matters: 64% of the SXM Media listenership are cord-cutters or cord-nevers, meaning advertisers can reach those lost impressions by investing dollars into audio.
Want to be a part of pop culture? The excitement of live sports, “omg-what-did-he-say” moments, even standup comedy—they’re all available on audio. It’s all the reasons you love traditional, linear TV, but it’s even better, available year-round and intimate.
Fewer ads is a win-win
AM/FM radio ad breaks are so last century, even more so now that listeners know they have other (and better) options. Increased ad disruptions while trying to listen to music or talk radio make audiences to tune out, turn off or change the station.
Digital audio has fewer ads for listeners, offering higher share of voice for brands. For example, SiriusXM’s ad breaks are 50% shorter and Pandora plays just three minutes of ads per hour on average. Audiences get to enjoy the content they love longer, making ad fatigue less likely. And when they do hear ads, they’re more likely to pay attention. In fact, according to a Neuro Insight Study and Pandora Conversion Experiment, digital audio ads have a 49% bigger impact on long-term memory than AM/FM ads.
How do you stand out? Add digital audio to your plan; it’s less cluttered, more memorable and captures attention (vs. the opposite).
Bingeable yet addressable
Streaming TV giants made content binging an unstoppable phenomenon, giving audiences an always-on option for indulging for hours. But time with the medium isn’t bringing time with the audience for advertisers.
The most popular CTV services are ad-free. Over nine in 10 of adults 18 and older have access to any ad-free streaming TV service, according to a 2023 Soundboard Study from SXM Media. And the ad-supported options are missing the mark with viewers. Nearly nine in 10 viewers say that they see too many of the same ads.
Digital audio scratches that bingeable content itch for audiences while offering better ad solutions and targeting for brands. From music, to talk, to podcasts, listeners are spending four hours and 50 minutes a day with digital audio. And with 79% of audio consumption happening when visual media is not available, brands can have listeners’ ears when their eyes are unavailable.
Escape from the doomscroll
Since the rise of social media, advertisers have been looking for ways to stop the scroll long enough to engage audiences with brand messages. But recently, that’s been getting more and more difficult.
The negative impact of filtered photos, staged videos and dubious content is taking its toll on audience perceptions. Nearly one-third of Gen Z reports that social media has had a negative effect on their mental health. On the opposite end of the spectrum, digital audio listeners say streaming audio is 5.7 times more of a mood booster than social media, according to the 2023 Pandora Soundboard study.
Brands can catch consumers in a more positive headspace with digital audio. And with listeners finding streaming audio 5.3 times more authentic than social media, ads play in a more trusted environment.
Audio ads get more attention than visuals
Advertisers have long held to the idea that visual ads are better at getting audience attention. But thanks to a recent study from dentsu and Lumen Research, they can let that idea go.
Audio ads outperform visual ads, driving 50% more attention than the attention economy benchmark across video, TV, social and display. That’s a clear win for audio—and the closer on why you need digital audio in your next campaign.
