Key stat: Better measurement is the top unlock for digital audio ad investment: 45% of marketers worldwide say more robust measurement and attribution tools would drive greater spending, and 43% cite improved ROI transparency and benchmarking, according to a November 2025 survey from Amazon Ads and EMARKETER.

Beyond the chart:

• The frustration is especially sharp because the channel does deliver. Some 85% of monthly podcast listeners worldwide say they have taken action after hearing a podcast ad, including visiting a brand's website or recommending it to a friend, per Acast.
• In fact, the measurement problem runs deeper than standard impression counts. Some 46% of podcast listeners say they "always or often" skip ads, but Bumper's playback analysis of hundreds of ad breaks shows many episodes retain 90% or more of listeners through midrolls, per Sounds Profitable.

Use this chart: Drop this in your next audio or media planning meeting to show where the budget conversation actually stalls. Use the ranked list to pressure-test your audio investment case against what marketers say they need to spend more, and show your media team which improvements would move the most budget off the sidelines.

Related EMARKETER reports:

• The Podcast Advertising Opportunity (EMARKETER subscription required)
• US Digital Audio Forecast Overview 2026 (EMARKETER subscription required)

Methodology: Data is from the January 2026 Amazon Ads and EMARKETER Survey "Audio Advertising." 100 marketers worldwide were surveyed during November 2025. All respondents were personally involved with audio and video ad campaigns at their organization. Of those surveyed, 61% work at agencies and 39% at brands. Most are decision-makers (69%), with 31% contributing to audio and video ad campaigns.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.