What Makes Audio So Effective? The Evidence Speaks
Audio is unlike any other medium. It connects with people during moments of personal focus — morning commutes, workouts, evening wind-downs — when they’re most receptive. In a distracted, screen-saturated world, audio uniquely engages listeners when visual media can’t.
The Science Behind the Sound
Consumers aren’t just listening — they’re immersed. Whether it’s a podcast, streaming music, or a digital radio show, audio engages both cognitively and emotionally:
- 229M people in the U.S. listened to digital audio in 2024. Projected to hit 237M by 2027
- U.S. podcast listeners spend 50 mins/day, choosing from 540M+ shows (up 50% since 2020)
- In Australia, 66% of consumers engage with audio daily — second only to social media
Audio’s Emotional Edge
Audio doesn’t just reach audiences — it resonates:
- 96% engage with streamed music; 77% use it to unwind
- 69% of podcast listeners tune in without other media distractions
- Audio feels intimate and trustworthy — 31% of podcast listeners say they trust the ads
Ads That Stick
When well-integrated, audio ads drive superior performance in omnichannel campaigns:
| Impact | Lift |
| Brand Connection | 3.4× stronger |
| Message Immersion | 1.9× higher |
| Cognitive Load | 2.9× lower |
Audio acts as a memory primer. When sequenced with channels like CTV or DOOH, it improves recall and boosts engagement across the full funnel.
A Missed Opportunity
Despite its impact, audio is undervalued in ad budgets:
- Consumers spend 2h 42m/day on audio — 21.4% of media time
- Yet only 4.5% of ad dollars go to the channel
- That’s $0.05/hour, vs. $0.28 for video and $0.60 for social
Marketer Takeaway
Audio isn’t just a nice-to-have — it’s a strategic pillar. Used intentionally, it can:
- Set emotional tone during key cultural or seasonal moments
- Prime audiences for high-impact visual ads later in the day
- Improve effectiveness of CTV, DOOH, and display in omnichannel plans
“Audio ads are often a welcome diversion, strengthening long-term brand memory while reaching people when screens are off.” — Koen Pauwels, Northeastern University
As media habits evolve, one thing is clear: the ears have it.
Sources:
1. EMarketer, U.S. Digital Audio Forecast Overview 2024, November 2024.
2. The Trade Desk Intelligence and PA Consulting, The Untapped Opportunity of Omnichannel Study, Australia, January – March 2025.
3. PrioriData, January 2025.
4. EMarketer Forecast, U.S., August 2023.
5. Two of six metrics measured in The Trade Desk Intelligence and PA Consulting, The Untapped Opportunity of Omnichannel Study, Australia, January – March 2025: Connection: Is there a deeper affinity to the brand? An indicator of intent; Encoding: Is the brand/ad being committed to memory? An indicator of product/brand link.
6. EMarketer, Audio generates relatively little ad revenues per listener and time spent, April 2024.
- The Trade Desk Listen up: Why audio cuts through the noise and captures attention.