---
title: Why Audio Deserves a Bigger Seat at the Advertising Table
description: Advertisers allocate only 9% of budgets to it, despite consumers spending 31% of media time on audio. Explore why now is the time to invest in audio advertising.
---

[Odeeo Blog ](https://blog.odeeo.io)

# [Why Audio Deserves a Bigger Seat at the Advertising Table](https://blog.odeeo.io/why-audio-deserves-a-bigger-seat-at-the-advertising-table)

 Written by [Anıl İşal](https://blog.odeeo.io/author/anıl-i̇şal) | Jan 31, 2025 1:10:52 PM

In a world where media consumption evolves daily, the latest **IAB** report, [*Getting Audio & Podcasting on the Media Plan*](https://www.iab.com/guidelines/getting-audio-podcasting-on-the-media-plan/), makes a compelling case for why audio—and especially digital audio—deserves more attention and investment from advertisers.

Despite its explosive growth and unparalleled engagement, audio remains an undervalued medium in advertising budgets. Here’s a breakdown of the report’s key findings and why it’s time for marketers to rethink their strategies.

## **The Audio Investment Gap: A Missed Opportunity**

Consumers are spending significant portions of their media time with audio, yet the corresponding ad spend lags far behind. According to the report:

- **31% of media time** is spent with audio, but only **9% of ad budgets** are allocated to the medium.
- Digital audio now accounts for **20% of U.S. adults' digital media consumption**, but it represents only **3.1% of digital ad revenue**.

This disparity underscores a massive opportunity for advertisers to tap into a growing and highly engaged audience that isn’t yet saturated with ads.

## **Why Audio Deserves More Attention**

#### **Explosive Growth in Digital Audio and Podcasts**

- Digital audio listeners have nearly **doubled** in the past decade, reaching over **200 million weekly listeners**.
- Podcasting has grown even faster, with weekly listeners increasing by **325% in the last 10 years** to nearly **100 million**.
- Podcast listeners tend to be **younger, more affluent, and highly engaged**, making them an **ideal audience** for targeted campaigns.

#### **Unmatched Engagement and Attention**

- Audio commands **56% more attentive seconds per thousand impressions** than other media channels.
- Podcasts outperform social media and digital video in **brand recall** and **purchase intent**.
- With tools like **programmatic audio buying and attention measurement**, brands can now **confidently measure ROI** and optimize campaigns.

#### **Synergy with Other Channels**

- Pairing digital audio with **CTV** boosts **brand familiarity, recall, and favorability**.
- Even small shifts in media spend to audio (e.g.,**1.8% for auto brands**) can lead to **double-digit increases in ROAS** 

***Marketers who include audio in their mix enjoy a win-win solution. Across categories, audio has a direct impact of ****74%**** to ****83%**** on sales. Audio amplifies other media’s performance as well. It lends its influence synergistically: It makes your TV work harder. It makes your paid search work harder. Same for video. And so on…*

## **Real-World Success Stories**

The report highlights examples of brands leveraging audio effectively:

- **New Balance**: By targeting Gen Z basketball fans through podcasts, the brand achieved a **342% ROAS**.
- **Coca-Cola**: A campaign using first-party data from SiriusXM Media and Dollar General Media Network drove a **$6.57 ROAS** and a **98% ad completion rate**.

These success stories demonstrate how audio can deliver tangible business outcomes when integrated strategically into media plans.

## **Takeaways for Advertisers**

- **Rebalance Your Media Mix**: Close the gap between audio consumption and ad spend to capitalize on this underutilized medium.
- **Leverage Advanced Targeting**: Use first-party data, contextual targeting, and attention measurement to maximize audio’s impact.
- **Think Beyond Reach**: Focus on engagement, attention, and brand lift metrics, where audio consistently outperforms other channels.
- **Integrate Audio Strategically**: Pair it with high-performing channels like CTV for synergistic effects.

## **Audio’s Moment is Now**

The IAB report leaves little doubt that digital audio and podcasting are indispensable tools for modern advertisers. With its unmatched engagement, growing audiences, and measurable ROI, audio is no longer a nice-to-have; it’s a must-have. As consumers continue to embrace audio in their daily lives, the question for brands isn’t *if* they should invest in audio—it’s *when*. And the answer is simple: now.

 

[View full post](https://blog.odeeo.io/why-audio-deserves-a-bigger-seat-at-the-advertising-table)

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