In the competitive landscape of advertising, digital audio is emerging as a powerful contender against linear TV, social media, and as an energized tandem to broadcast radio. A new study by SiriusXM finds that while consumers dedicate 31% of their time to audio content, advertisers only allocate 9% of their budgets to it.
SiriusXM found that the medium caters to a younger, more mobile audience. About 74% of listeners aged 18-34 claim to listen to more audio because they can take it everywhere. Unlike linear sources, which offer broad but non-specific reach, digital audio provides advanced targeting capabilities. While traditional TV is seeing a decline in time spent, audio usage has surged by 183% over the past decade.
As appointment entertainment is becoming a thing of the past, audiences are embracing the “whenever and wherever” flexibility offered by digital audio. Those surveyed were pleased that digital audio allowed for content with less ad interruption, making the experience more enjoyable for the listener and more effective for the advertiser.
As social media platforms face scrutiny for their inauthentic content and negative impact on mental health, digital audio stands as a more authentic and positive alternative. Listeners find the medium to be up to 23 times more trustworthy than social media. While digital audio is powerful on its own, it can also complement other media channels to enhance advertising effectiveness. It has been shown to deliver four times stronger reach compared to TV in certain campaigns.
With a market penetration of 83% in major automotive manufacturers and a presence in 140 million vehicles, audio is not a channel to overlook. The value to advertisers continues to be one of the best and most effective values in all of media for reach, trust, and content.
