The writers’ and actors’ strikes have wiped out the fall TV programming pipeline. Ratings are going head down. CTV originals, struggling to find viewership, aren’t closing the gap. And the fourth quarter madness is upon us. What to do? We need a shift in our media approach.

There is a solution to get a full return on media investments. Total Audio, when optimized as part of the media mix plan, could yield 6 billion dollars of incremental sales for national advertisers¹. 

Neustar released a new study that shows national advertisers are grossly underinvested in Audio – whether broadcast or digital. Meanwhile, audiences have gone cross-platform. Since 2021, the number of listeners who have added streaming and podcasts to their traditional Audio tune-in has increased by +66%². 

While conducting its research, Neustar analyzed the media investment of over 50 national brands. The company discovered that by correcting underinvestment in Audio:

Nielsen confirmed earlier this year that total Audio use surpassed total TV usage. In fact, Audio reach is +10% ahead of Live + time-shifted TV and +13% more than connected television (CTV)⁴ viewership. Plus, a major dentsu study released this past summer showed both radio and podcasts hold more attention than other media, including TV, video and social⁵. 

Audio’s impact on audiences translates into sound business. Radio and digital Audio channels work together to propel media plans and meet sales goals. When Neustar reviewed the media mix plans of national advertisers from the past three years, its report concluded that Audio channels make other media work better, including broadcast and cable television, online video, and search. 

You can finish 2023 strong. Pull both broadcast radio and podcast levers. Underinvestment can be costly. Optimize on Total Audio to boost sales and get your share of the $6 billion in advertising-driven revenue.