Why Audio Deserves a Front-Row Seat in Your Media Plan
In a landscape dominated by digital video, paid search, and social ads, audio advertising is too often treated as an afterthought. But that’s a mistake—especially when the data tells a different story.
Consumers now spend 31% of their media time with audio, yet marketers allocate just 9% of their ad budgets to it (Odeeo). That’s not just a gap—it’s an opportunity. At Retail + Response, we believe audio deserves more than a seat at the table. It belongs at the head.
This post explores why—backed by research, experience, and practical insight.
The Expanding Audio Ecosystem
The audio advertising landscape is more diverse than ever. To craft a modern strategy, marketers need to understand the formats—and how they can work together.
Terrestrial Radio
Still the workhorse of reach-based advertising, traditional AM/FM radio delivers massive local and regional audiences. According to Nielsen, radio reaches 9 out of 10 Americans weekly, making it a cost-effective, high-frequency channel ideal for retail promotions and brand awareness campaigns.
Satellite Radio
Services like SiriusXM reach dedicated, subscription-based audiences with curated music and talk formats. These platforms allow brands to align with premium content and niche verticals, offering a level of audience loyalty that enhances message stickiness.
Podcasting
Podcast audiences are deeply engaged and growing fast. In 2025, podcasting reached over 135 million Americans monthly (Westwood One), and revenue is projected to surpass $5 billion by 2028. Host-read ads in particular deliver trust and high recall, especially in lifestyle, wellness, and DTC categories.
Streaming Audio
Platforms like Spotify, Pandora, and iHeartRadio offer dynamic ad insertion, precise geo-targeting, and real-time analytics. Digital audio ad spend in the U.S. is projected to exceed $7.5 billion in 2025 (Scale Marketing)—a signal that brands are waking up to its performance power.
Unparalleled Engagement and Attention
Audio offers something no other format can: uninterrupted, high-quality attention.
While video ads are often skipped and banner ads are blocked, audio ads play in full—often in screenless, focused environments. From a morning commute to a workout to a late-night podcast binge, listeners are present—and tuned in.
A study from Dentsu and Lumen showed that audio garners 56% more attentive seconds per 1,000 impressionsthan display or video ads (Odeeo).
Edison Research found that 74% of podcast listeners actively listen to the ads—unheard of in digital display (IAB).
Why is attention so high?
Low clutter: Audio channels serve fewer ads, creating less competition for attention.
Contextual fit: Ad messages often match the listener’s environment (e.g., upbeat energy for workout playlists).
Emotional resonance: Host-read and voice-driven formats create intimacy and trust.
And unlike visual formats, audio doesn’t require screens—just ears. It’s with the listener while they drive, cook, run, or relax. That intimacy creates unmatched brand resonance.
How Audio Advertising Drives Retail Sales
Whether you’re launching a product or trying to increase in-store velocity, audio advertising is uniquely suited to drive real-world retail impact—especially when consumers are on the move and close to purchase.
Proximity to Purchase Moments
Audio is often the last medium engaged with before a shopping trip—especially in the car. According to Westwood One, one-third of all audio listening happens while driving, and 79% of AM/FM radio listening takes place away from home, making it an ideal channel for influencing consumers immediately before they enter a store.
Local Relevance Through Geo-Targeting
Streaming audio and digital radio platforms allow advertisers to serve ads by zip code, city, or region. Whether you’re running a campaign for a national chain or a regional rollout, you can localize the message to include:
Store-specific promotions
Time-sensitive offers
Nearby locations or retail partners
This level of precision helps brands reduce media waste and increase foot traffic to the right doors.
Audio as a Call to Action
Audio excels at delivering direct response messaging, with clear, memorable CTAs such as:
“Available now at Walgreens and CVS.”
“Head to the refrigerated section of your local Kroger.”
“Use promo code FRESH20 on your next trip.”
Short, actionable phrases stay with the listener—and can be reinforced with promo codes, vanity URLs, or QR-enhanced callouts on companion digital channels.
Complementary to Omnichannel Retail
Audio doesn’t compete with digital—it complements it. It supports:
Branded search uplift: After hearing a brand name in a podcast or streaming ad, users are more likely to search for it later.
Voice commerce: With smart speakers in over 50% of U.S. homes, shoppers are using voice search to look up store hours, check prices, and find product info—right after hearing an ad.
Omnichannel recall: Hearing a brand name consistently across channels increases familiarity and confidence, especially in a crowded retail shelf.
Bottom line: audio moves people—from awareness to the aisle.
Synergy with Other Media Channels (Especially Digital)
Audio doesn’t just stand alone—it amplifies everything else in your media plan.
When paired with digital, connected TV, or retail media, audio improves brand recall, engagement, and conversion rates:
Combining audio and CTV boosts brand familiarity by 16% and purchase intent by 21%, according to Odeeo’s cross-platform studies.
Veritonic found that digital audio campaigns lift branded search volume, increase recall, and drive real-world conversions.
Spotify and Pandora’s programmatic tools allow advertisers to expand their digital audiences across channels, targeting users by behavior, location, mood, and device.
Even modest shifts in budget can yield strong gains:
“A 5% reallocation of media spend to digital audio increased ROI by 17%,” according to Performance Marketing World’s round-up on audio as a "hard-working" channel (source).
And attribution tools like Podsights, Podscribe, and Adswizz now offer omnichannel reporting—so marketers can confidently track how audio impacts downstream actions (like store visits, web traffic, or Amazon sales).
Audio isn’t just complementary—it’s catalytic.
Conclusion: The Case for Front-Row Status
Audio isn’t filler. It’s a strategic lever—for testing, learning, scaling, and driving full-funnel results.
It’s:
Unskippable
Intimate
Scalable
Cost-effective
Measurable
And perfect for influencing shoppers right before they act
Yet too many brands still treat it as a secondary channel. With the right strategy, audio doesn’t just support your plan—it strengthens it.
So if you’re building your next media plan and want performance without waste, it’s time to turn up the volume.
Want Help Building a Smarter Audio Plan?
At Retail + Response, we specialize in creating and placing custom audio campaigns that support retail velocity, launch success, and omnichannel growth. Let’s Talk.