Is Audio Marketing Still Relevant? (What the Stats Tell Us)

Would you believe that generally, around 90% of Americans aged 12 and older still listen to AM/FM radio every week?

And listening audiences don’t stop with tried-and-true radio waves.

There are digital radio, podcasts, audiobooks, and the latest social audio mediums attracting more and more listeners every single day. Don’t just take our word for it, because it’s the numbers that tell the real story.

In Defense of Audio: Continued Growth & Increasing Popularity

While visual-based marketing is very popular, audio is worth having in your back pocket.

The audio medium reaches out to a wide range of niches, can be consumed while on the go, and is becoming ever increasingly popular.

Podcasts alone have seen a year-by-year growth, with predictions anticipating no slowdowns in the near future.

On top of that, the very latest audio coming in the form of social apps like Clubhouse has seen skyrocketing growth, all in the span of one year.

Audio is Accessible & Affordable

The great thing with audio is that it’s much more accessible whether you are a listener, provider, or would like to get into marketing in this space.

The medium is much more stripped-down compared to image-focused or video-centric channels. The primary tool is a microphone.

For marketing purposes, there are plenty of options ranging from super affordable to pricier hyper-produced content.

It’s worth noting that just because you pay more doesn’t necessarily mean you will get more. If you opt to sponsor a 10-15 second blurb during a podcast that already has a strong audience, you have a win/win situation. You get to reach out to an existing niche audience (ideally perfectly suited to you), and you likely won’t have to pay an exorbitant price. Whereas splurging on sponsoring an entire podcast can be costly, and there’s no guarantee that an audience will show up to listen.

Listeners Are Here to Stay

With smart speakers installed in homes and voice-centric technology on the rise, there’s no slow down in sight. Plus, listeners are loyal and audiences are incredibly diverse.

To learn more about what kind of audio marketing methods exist and more stats, check out the infographic from Transcription Outsourcing below: Audio Marketing: From Radio to Clubhouse.

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Kristen Klepac