New Research Shows How Audio ‘Cuts Through The Noise.’

A review of research trends — including results of a recent study — from The Trade Desk makes the case that “audio is proving to be a powerful and connective medium that marketers can’t afford to ignore.”

The report notes U.S. figures from eMarketer showing consumers in 2024 spent 2 hours and 42 minutes a day with audio, accounting for 21.4% of total media time, yet advertisers allocated just 4.5% of U.S. ad spend to audio media. Also noted are U.S. estimates that 229 million people (67% of the population) listened to digital audio in 2024, projected to grow to 237 million people by 2027, and that the average U.S. listener spends 50 minutes each day with podcasts, with over 540 million global podcasts to choose from, a number that’s up 50% since 2020.

“The numbers don’t lie,” The Trade Desk’s report says. “As new data shows, audio is a growing channel for consumers and has increasingly become a part of everyday life. For marketers, there’s a clear opportunity to tap into an underinvested, highly engaged audience.”

The company’s own study of more than 2,000 consumers in Australia found that audio ads excel in driving long-term memory retention, motivation, and brand recall. Specific to podcasts, 26% of listeners strongly remembered ads, while 31% said they highly trust those ads. As for all spoken-word audio content, close to 96% of respondents said they are fully engaged, and 69% listen with no other media in the background.

The survey also found that audio offers “clear cognitive and emotional advantages” that make it stand out in a media mix. When audio is included in an ad campaign, the report says, it delivers 3.4 times greater connection with brands to build stronger brand affinity, and 1.9 times higher immersion, which effectively helps audiences better understand and internalize advertising messages.”

“Audio cuts through the noise and captures attention,” the report says. “What sets audio apart is how and when people listen, often accompanying them during personal moments — from morning commutes to relaxation rituals — creating an opportunity for marketers to connect with audiences when they’re most receptive.”

The Trade Desk’s report also points out that “audio thrives on immersion and intimacy. Whether it’s a calming playlist, an energizing podcast, or a gripping audio book, the medium resonates with listeners on an emotional level. This creates an opportunity for brands to connect with audiences when they’re most receptive, whether they’re focused or alone with their thoughts. Audio’s ability to blend into daily life makes it one of the few channels where consumers are a captive audience.”

As for how audio media fit in with current advertising trends, the report says, “In the past, marketers leaned heavily on a multichannel strategy, spreading media buys across different platforms in isolation. But as consumer behavior becomes more complex, omnichannel strategies that center the audience rather than the platform are becoming more effective. Coordinated campaigns that align tone, timing, and messaging across audio, connected TV (CTV), display, and DOOH are showing significantly better results in reducing ad fatigue, improving engagement, and delivering return on investment.”