A new blog post from the Audacy Insights Team says that while there are many advertising options currently available to marketers, audio comes up big when it comes to things like reach, improved sales conversion, and maximizing return on investment.
“Part of the challenge marketers face in driving sales conversion is deciding how to allocate spending,” Audacy says. “You won’t be surprised that we’re all-in on Team Audio — but you might be surprised by the proven yet still-untapped power of podcasts, streaming, and radio to deliver the results you need throughout the path to purchase.”
A recent WARC survey of top media buyers, sellers, and measurement specialists — responsible for millions of dollars in ad investment — identified several coveted characteristics that audio brings to the table, including reach, high levels of attention, audience, and performance.
“Audio reaches more people than any other media channel — and with a 21% growth rate, it’s expanding faster than other media channels, too,” Audacy says. In addition, audio ads draw attention, unlike on-screen ads, which are ignored by many in favor of their social media feeds or some other distraction.
One of the key takeaways is that advertisers who ignore the power of audio are losing out when it comes to getting a meaningful return on investment.
“In 2024, audio accounted for nearly 25% of ad-supported media consumption in the US, but barely 8% of ad dollars,” Audacy says. “That’s a staggering three-to-one imbalance that’s costing advertisers in ROI.”
Skincare brand drives increased sales
In what Audacy calls “the first CPG study of its kind,” the company tracked listeners who heard a skincare brand’s ads, matching to data on in-store purchasing habits. Audacy’s partners in the research, Claritas and IRI, analyzed pixel-based sales attribution and incremental lift.
The research determined that audio generated results, with 23% of sales captured within the first week of exposure. In addition, customers who were exposed to at least four ads had the highest sales lift. More than half (52%) of purchases came from shoppers who had never bought the brand before.
“It’s clear: Audio is a trusted powerhouse that connects with its loyal listeners, penetrates local communities, and amplifies your message,” Audacy says. “With unparalleled reach, deep engagement, and tangible impact across every stage of the customer journey, Audio drives stronger sales conversions and maximizes ROI.”