Audio Helps Brands Reach Holiday Shoppers Earlier.

Holiday shopping is starting earlier, and iHeartMedia says advertisers can use audio to reach consumers during the inspiration and consideration phases of the season rather than waiting for the December buying rush.

According to iHeartMedia, 60% of holiday shoppers begin purchasing at least two months before the season reaches its peak. The company says that makes early fall an important period for brands seeking to build awareness and influence purchase decisions.

Audio can play a role in that process, with 89% of listeners saying they have learned about a new brand or product through an audio ad, according to iHeartMedia. The company also points to the influence of trusted personalities, noting that 80% of listeners consider their favorite hosts a friend and 78% trust product recommendations from their favorite radio hosts.

Radio can also reach consumers close to the point of purchase. iHeartMedia says 85% of shoppers report that radio is the last media they consume before shopping.

The company says audio can also amplify other elements of a media campaign. When added to the media mix, audio has been associated with an 83% increase in social performance, 109% higher digital and social engagement and a 47% increase in branded search activity.