New research from Lumen Research and Dentsu shows audio advertising captures the attention of the audience more effectively than other forms of media.
For agency buyers, AM/FM radio tied with social media as the most used media channel.
Nearly eight in ten (79%) individuals perceive podcasts as superior to social media content.
“We have seen the television evolve from a video-only ‘watching’ device to an internet-connected, multi-media device that delivers audio content as well.”
Despite this positive trend, the overall revenue for the radio industry is still $2.30 billion lower than the pre-pandemic year of 2019.
75% of listeners are open to listening to ads on digital audio if the tone fits what they’re doing at the time.
This is attributed to the NFL season ending in the previous month, minus the Super Bowl.
Edison recorded a six percent jump in the past year as more monthly podcast listeners became weekly podcast listeners.
AM/FM leads the way for ad-supported audio for all other age groups in the U.S. The Americans surveyed, ages 25-54 spend 55% of their daily audio...
"The report also shows the U.S. ad market continues to outpace the global marketplace."