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As radio sharpens its pitch for prospects in today’s competitive, fragmented media world, it would do well to talk up the value of its cross-platform listeners. This is the subset of your audience that consumes content over the air, online and via podcasting. These audio superfans are twice as likely than average to make a purchase after hearing audio ads, according to an Audacy X-Platform Audio Survey, conducted by Suzy Insights in June 2023.
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“The universe of people who flow between linear radio, streaming content and podcasts all day long is growing by leaps and bounds,” Audacy Chief Marketing Officer Paul Suchman writes in a sponsored content op-ed in Ad Age. Referencing The Infinite Dial 2023 from Edison Research, he says these super listeners have grown by 66%. Tech-savvy multitaskers and digital natives, they’re an attractive group for advertisers. They skew younger (60% are GenZ and Millennials), are financially comfortable (67% more likely to have household incomes over $110K), and highly educated (52% more likely to have a college degree).
Importantly for advertisers, cross-platform listeners are highly trusting and engaging.
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“Brands that utilize cross-platform audio—over-the-air (OTA) radio, streaming and podcasts, together as part of their media strategies—are realizing better campaign performance, better full-marketing funnel metrics and most importantly, better outcomes for their businesses,” Suchman writes in “How Cross-Platform Audio Delivers For Advertisers.”
To back up those claims, he offers a case study of a Hyundai campaign that ran consistently for a year across radio, podcasts and streaming. It included host-read ads targeting auto intenders in key lifestyle groups. Using creative testing from Veritonic, Hyundai evaluated sonic branding, voices and messages. The results: a 7.4 point lift in purchase intent and a 10.4 point jump in favorability among female listeners.
In another example, a campaign for a major sportsbook ran radio and podcast ads, allowing the client to test single channel and cross-channel audiences to compare the performance of their cross-platform strategy. The unnamed brand saw a 7% lift in awareness, a “significant increase” in favorable attitudes, and a 24% lift in intent among existing consumers and 14% lift for prospective audiences.
Most significantly, cross-platform listeners outperformed their single-channel counterparts by a landslide, which Suchman said proves “the undeniable power” of cross-platform audio advertising.
“While incorporating one audio channel will bolster every media plan, those that include radio, streaming and podcasts are real game-changers for return on spend and for creating exceptional outcomes for your business,” he concludes.
Read the piece HERE.