Unveiling the Truth: Debunking the Biggest Myths in Media

By Audacy Insights Team

Today’s media landscape offers more advertising channels than you can count. With trends shifting, media darlings emerging, and viral sensations captivating audiences, it’s easy to get swept up in misconceptions about what truly works and what doesn’t. But fear not, because we’re here to debunk some of the most common myths surrounding Audio advertising and shed light on the truth.

Myth #1: All I Need is TV

Truth: Audio Delivers More Impact than TV

We all watch TV and get hooked on our favorite shows, but is it truly the be-all and end-all? According to Nielsen, Audio consumption has surged past TV, making it the prime channel for reaching consumers. With Audio boasting a reach 10% higher than live+time-shifted TV and 13% more than connected TV, it’s clear that the action between our ears is the biggest game in town for advertisers.

Myth #2: Apps Have All the Audience

Truth: Pureplays Can’t Compete with Audacy’s Cross-Platform Reach

While the rise of digital Audio may have shined a spotlight on pureplays, what’s easy to overlook is that Spotify and Pandora only bring a sliver of their audience to their advertisers. However, the truth is that a significant portion of their audience opts out of hearing advertising with paid subscriptions. The real voice of your brand lies on ad-supported platforms like Audacy, which boasts content reaching an impressive 200 million listeners compared to Spotify’s 48 million and Pandora’s 42 million ad-supported listeners1.

Myth #3: Younger Audiences Don’t Listen to Audio

Truth: Gen Z Listens to Audio Daily

Contrary to popular belief, younger audiences, particularly Gen Z, are tuning in to Audio more than ever before. With 96% of Gen Z listening to Audio daily2, it’s clear that they’re not just scrolling mindlessly through social media. They’re drawn to the sense of community and connection that radio and podcasts offer, finding solace in the midst of everyday noise.

Myth #4: I Can’t Measure Audio

Truth: You Can Track, Measure, and Analyze Results for Any Broadcast and Digital Audio Campaign

In today’s data-driven world, measurement is everything. And if you think that Audio campaigns are untrackable and immeasurable, think again. That’s the biggest myth of them all. We deliver brands solid attribution results for radio, digital audio, and podcasts everyday. From web visits to foot traffic, we can show you the money and prove that Audio advertising is more measurable than you imagined.

So, the next time you find yourself doubting your media moves, remember these truths. With its unparalleled reach, engagement, and measurability, Audio isn’t just another channel; it’s a powerhouse that can drive real results for your brand.

Download The Marketer’s Guide to Audio for more media myths, campaign planning tools, and brands in action.

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SOURCES

Source: Marketer’s Guide to Audacy, Audacy, May 2024

1 Most Current Data by platform: OTA: Nielsen Audio, Fall ‘22, 4 week cume, Mon-Sun 6a-6a, P12+,,P6+ in PPM Markets, All Audacy O & O stations, All Audacy affiliates of Audacy produced content for: CBS Sports Network, MLB, NFL, NHL, NCAA Football, NCAA Basketball, America’s Greatest Hits, Carson Daly Show, Texas State News Network, Michigan State News Network Streaming: Oct’22, Triton Digital, Google Analytics, comScore VMX, Podcast: Oct’22 Pro Forma Combined Podcast Listeners. De-duplication using Edison Research Infinite Dial ‘22 factors; Spotify and Pandora Q2 2023 Earnings Reports

2 Edison Research, Share of Ear 2024 Q1

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