Monday, May 13, 2024

US Audio Advertising Gets A Digital Boost


The average US adult spends more than 2 and a half hours (2:42) each day listening to audio, but advertisers spend only 4.5% of their ad budgets on audio, predominantly in traditional radio. 

As digital audio services expand their ad-supported offerings, the digital share of audio advertising will approach parity by the end of the decade.

Key Question: Where is the growth in audio advertising, and how does it stack up against other advertising media?

Key Stat: Digital audio will grow at a solid 6.8% rate in 2024 to reach $7.12 billion, but it will still account for just 40.4% of audio revenues.

According to eMarketer:

  • Audio advertising continues to punch beneath its weight class
  • Audio advertising is small but rising thanks to digital
  • Audio generates relatively little ad revenues per listener and time spent
  • The shift to digital is more gradual in audio than video
  • Programmatic audio advertising remains a minority of digital ad sales despite its fast growth
  • Podcast advertising’s growth holds its lead
  • Pandora holds a shrinking lead in digital audio advertising


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