Make Big Moments Bigger: Turn Up the Audio in Your Media Mix

By Audacy Insights Team

When it comes to campaign performance, there are so many advertising options — and so little time (and budget).

Part of the challenge marketers face in driving sales conversion is deciding how to allocate spending. 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. 

In a recent WARC study, the researchers surveyed top media buyers, sellers, and measurement specialists responsible for millions in ad investment. This trailblazing study explored why Audio lags in media investment – and why brands stand to benefit big for a larger feature in media plans. 

WARC uncovered that Audio has what brands need most: #1 spectacular reach, #2 high levels of attention, #3 tremendous audience, and #4 powerful performance.

1

Audio’s Superior Reach
Audio reaches more people than any other media channel – and with a 21% growth rate, it’s expanding faster than other media channels, too.

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2

The Center of Attention
Unlike on-screen ads that consumers zone out on while scrolling their social media feeds, Audio ads draw attention – more than any other channel.

3

Bridging the Audio Investment Gap
In 2024, Audio accounted for nearly 25% of ad-supported media consumption in the U.S., but barely 8% of ad dollars. That’s a staggering three-to-one imbalance that’s costing advertisers in ROI.

4

Audio Commands the Strongest Performance
Audio delivers impact across every stage of the funnel. Decisions about channel mix ultimately boil down to performance and conversions. And the truth is — every channel does better when Audio’s on the plan.

But don’t just take our word for it. Check out what happened when a leading skincare brand put its skin in the Audio game for a 24-week podcast and digital streaming campaign.

Skincare Brand Drives Increased Sales with Podcasts & Streaming Campaign

In the first CPG study of its kind, we tracked listeners who heard the skincare brand’s ads, and matched to data about their in-store purchasing habits. Our partners, Claritas and IRI, analyzed pixel-based sales attribution and incremental lift. And Audio delivered in powerful ways:

Fast:

23% of sales were captured within one week of exposure.

Four-ceful: 

Customers exposed to at least four ads had the highest sales lift.

Fresh:

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. With unparalleled reach, deep engagement, and tangible impact across every stage of the customer journey, Audio drives stronger sales conversions and maximizes ROI. 

Shifting your media budget for more Audio isn’t just a smart move—it’s also essential for unlocking serious returns and driving stellar performance.

Want to talk more about reaching your target audience?

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