Radiocentre’s Speed of Sound Report

The Audio Advertising Boom 

Radiocentre have released some new research confirming that audio is thriving, and brands that use it effectively are reaping the benefits.

The ‘Speed of Sound’ report reveals just how fast commercial audio is growing, with audience engagement, ad revenues, and digital opportunities all on the rise.

Key Takeaways from the Report

• Audio’s reach is bigger than ever 
  76% of UK adults now listen to commercial audio every week, racking up a total of 627.5 million hours of listening time. With listening hours growing 15% since 2018, this isn’t just a trend but a shift in how audiences are engaging with media.
• Podcast advertising is booming
  Podcasts are a key part of the UK’s media landscape, with reach doubling in six years. Ad revenues in the UK have surged 43% in two years, which now makes up nearly half (47%) of the total UK digital audio spend. Advertisers are recognising that podcasts can drive both brand awareness and direct response. Warc predicts this is going to grow even more in the coming years.
• Smart speakers are shaping listening habits
  Smart speakers have transformed how people are listening to audio, with 44% of UK adults now tuning in to ad-funded connected audio weekly. Despite the rise of digital formats, live radio makes up 71% of content consumed on connected devices, proving that radio is evolving - radio and digital audio are working together to create better listening experiences.

Why Now is the Time to Invest in Audio

With more ears listening to audio than ever before, brands have a powerful opportunity to:

• Reach audiences in trusted, brand-safe environments
  Radio remains one of the most credible media channels, and podcasts offer deep audience engagement.
• Tap into the emotional power of sound
  Listeners choose audio content based on mood and moments, making audio an ideal medium for contextual and personalised advertising.
• Expand their digital presence
  Smart speakers, digital radio, and podcasting can create multiple touchpoints to engage audiences wherever they are.

Adwanted’s July 2024 research revealed that 35% of radio campaigns now incorporate digital audio elements. Using both linear radio and digital audio in advertising strategies allows brands to get the best results. We’re seeing lots of emerging audio formats like in-game audio advertising and shoppable audio ads that extend audio’s offering as a medium.

How Can We Help

At Forever Audio, we create and produce audio campaigns every day. Whether it’s a radio ad, a branded podcast, or an immersive audio experience, we can help you make the right kind of noise in this thriving space and generate results.

Want to explore how audio can amplify your brand? Get in touch with the team today - we’re all ears!