The data: Consumers are noticing audio advertising and being driven to actions across formats.
- Placement matters: 49% of US adult audio listeners recall ads that play before content, and 47% do so during content, per Comscore and TuneIn. However, just 27% recall ads that appear at the end.
- Listeners act: 26% take steps to learn about a new brand or product after hearing an audio ad, 21% search online for more information, and 20% visit a brand’s website or social media.
- Ads over payment: 58% prefer free audio that has ads over paying for content.