Learn the facts about audio...

Pie chart showing radio and podcast listening generates one-third of all media consumption amongst Americans . Text reads 'Audio dominates nearly one-third of all media consumption.
Audio accounts for 31% of all media consumption, underscoring its dominance in a landscape where digital, video, and social media take 39%, linear TV captures 24%, and print media trails with just 6%. This insight highlights the growing influence of audio in modern media strategies.

Audio dominates nearly one-third of all media consumption.

Media consumption share

Audio | Linear TV | Print | Digital/Video/Social
Source: Edison Research/eMarketer

9 out of 10 Americans listen to iHeart every month.

Ad-Enabled Monthly Reach In The U.S.

A graphic that displays iHeartMedia Radio Stations reach nearly 9 out of 10 Americans each month, compared to platforms digital and linear platforms like YouTube , CNN and Spotify reach.
iHeart Broadcast Radio reaches 88% of Americans each month, outpacing platforms like YouTube (74%) and CNN (8%). This infographic highlights iHeart's unparalleled reach across both traditional and digital media.
Source: Broadcast Radio: Nielsen Audio Nationwide, P18+, Fall 2024; YouTube/Facebook/TikTok: eMarketer, 2025; Instagram/SiriusXM: Scarborough USA+ 2024, R2; Television: Nielsen nPOWER, P18+, April 2025, L+SD; Streaming Audio: Comscore Media Metrix Multi-Platform P18+, March 2025; Spotify and Pandora ad-enabled audience estimated based on SEC filings

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The vast majority of ad-supported audio listening is radio and podcast.

Share of Ad-supported audio listening

Ad-Support Chart Visualization
Radio and podcasts dominate ad-enabled audio consumption, capturing 86% of listening time. Broadcast radio leads with 66%, while podcasts hold a growing 19% share, reinforcing their critical role in advertising strategies.
Source: Edison Research, Share of Ear, 2025​​​​​​

iHeart is the
#1 Podcast Publisher

With more than 180 million podcast downloads each month, and more podcasts in the Apple Top 200 than any other publisher.

Source: Podtrac, Top US Publishers, April 2025​​​​​​
Source: Podtrac, Top US Publishers, April 2025
Publisher U.S. Downloads & Streams
iHeartRadio 180,387,000180.4M
Fox Audio Network 37,308,00037.3M
Daily Wire 30,435,00030.4M
The Walt Disney Company 24,515,00024.5M
Vox Media 21,828,00021.8M
Paramount 20,647,00020.6M
PodcastOne 18,125,00018.1M
Barstool Sports 12,792,00012.8M
CNN 12,202,00012.2M
Blaze Media 11,981,00012M
Bar chart that shows iHeartMedia has the most podcast downloads, compared to all other podcast publishers

iHeart hosts drive conversations that resonate with audiences.

A graphic that displays radio and podcast listeners are influenced by hosts' opinions, and consider buying recommended products.
This infographic reveals the trust and engagement iHeart's podcast listeners have with their favorite hosts. With 79% valuing hosts’ opinions and 66% considering or purchasing recommended products, podcast advertising proves its influence.
Talent
Talent Grid
Source: Critical Mass Media, Dec. 2024​

iHeart delivers strong brand lift across all key metrics.

Bar chart highlighting how iHeartMedia radio advertising and podcast advertising drives awareness, purchase intent, and brand consideration.
iHeart's audio advertising delivers a significant boost in key marketing metrics. This bar chart reveals impressive improvements, including a 38% increase in message awareness and 69% more consumers taking action after hearing ads.
Source: iHeartMedia Brand Lift Studies, 2024​​​​​​​

Only radio reaches both the targeted consumer and those who influence them.

A graphic that shows how iHeartRadio radio ads and podcast ads reach a brand's target consumers.
Radio effectively connects brands with target audiences and their key influencers. This infographic highlights that 82% of consumers are swayed by others' opinions, emphasizing the power of radio in shaping purchasing decisions through influence.
Source: iHeart Consumer Purchase Influence Study, 2024

What's Happening in Audio.

Unlocking the Power of Podcast Advertising

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Understanding the Full Audio Landscape

To fully capitalize on the power of podcast advertising, it’s important to understand its place within the broader audio ecosystem. While podcasting is one of the fastest-growing segments, broadcast radio remains the dominant force in ad-supported audio—accounting for 67% of daily ad-enabled listening, compared to 18% for podcasts and 15% for digital streaming platforms.

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Infographic showing daily media consumption and ad-enabled audio listening trends. On the left, a pie chart illustrates that audio accounts for 31% of total daily media consumption, while 69% goes to linear TV, print, digital, online, video, and social. On the right, a second chart breaks down daily ad-supported audio listening: 67% goes to AM/FM radio, 18% to podcasts, and 15% to digital audio streaming platforms including ad-enabled Spotify, Pandora, SiriusXM, and iHeartRadio. Highlights the dominant share of radio in ad-supported audio and the growing impact of podcasts in digital audio advertising.

This breakdown reinforces the opportunity for marketers to right-size their audio strategy in line with how consumers actually spend their time with audio. Importantly, broadcast and podcast aren’t competing—they’re complementary. Broadcast’s mass reach and frequency provide a strong foundation for message awareness, while podcasts layer in depth, authenticity, and engagement. In fact, it’s often broadcast radio that helps build the scale necessary to elevate podcast performance.

By leveraging both formats strategically, brands can reach more consumers, reinforce messaging across contexts, and drive higher response rates.

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Pie chart showing recommended audio ad spending allocation to match consumer listening behavior. Broadcast radio holds 67% of daily ad-enabled audio listening, followed by podcasts at 18% and digital streaming at 15%. The graphic encourages advertisers to reach more consumers and increase response rates by using the right audio mix. Key strategies include leveraging on-air influencers, targeting the right platforms (radio and podcasts), using high-frequency short spots, activating ads during in-car listening, and capitalizing on high engagement moments like traffic, weather, sports, and major events. Positioned as a guide for effective audio advertising investment.

How Brands Can Drive Results Through Engaged Audiences and Integrated Media Strategies

Podcast advertising has emerged as one of the most effective and authentic ways for brands to connect with audiences. As consumers increasingly turn to on-demand audio for entertainment, education, and inspiration, podcasts offer a unique opportunity to engage listeners in a personal, trusted environment.

Why Podcast Advertising Works

Unlike traditional media, podcast ads are often delivered by the hosts themselves—voices listeners know and trust. This host-read format creates a sense of authenticity and credibility that’s difficult to replicate in other channels. In fact, 87% of Americans view news from podcasts as accurate and trustworthy, underscoring the medium’s unique ability to foster listener confidence.

Podcasts are typically consumed during focused moments—commutes, workouts, or household tasks—when listeners are less distracted and more receptive. This attention-rich environment makes podcast ads more memorable and impactful. It’s no surprise that 81% of listeners say they pay attention to podcast ads more than any other medium.

Key Benefits of Podcast Advertising

Targeted Reach Through Niche Content

Podcast advertising networks and podcast ad platforms allow brands to reach highly specific audiences based on interests, behaviors, and demographics. Whether you're targeting tech enthusiasts, health-conscious consumers, or true crime fans, there are podcasts with advertising opportunities that align with your ideal customer profile.

Targeted Reach Through Niche Content

Podcast listeners are loyal. They often subscribe to shows and listen to full episodes, which means your podcast ads are more likely to be heard in their entirety. This high completion rate translates to better brand recall and stronger conversion potential.

Scalable and Measurable

Modern podcast marketing tools provide robust analytics, enabling brands to track performance, measure ROI, and refine their strategies. Whether you're looking to monetize podcasts or buy podcast ads, data-driven insights are key to long-term success.

The Power of Bundled Media: Podcast + Broadcast

To maximize reach and efficiency, leading marketers are bundling podcast advertising with broadcast radio campaigns. This integrated approach allows brands to distribute creative across multiple platforms, driving incremental reach and reinforcing messaging across touchpoints.

By combining the intimacy of podcasts with the scale of broadcast, advertisers can amplify their impact—reaching audiences wherever they are, however they listen. This synergy not only boosts frequency and recall but also improves cost efficiency by leveraging shared creative assets.

Best Practices for Podcast Ad Success

Know Your Audience

Understanding your target audience is crucial. Build your strategy based on hosts, topics, and audiences that align with your brand goals, create brand trust with your audience, and allow you to drive growth with your consumer and new audiences.

Craft Authentic Messaging

Use storytelling, testimonials, and host collaboration to make your ads feel native and trustworthy. Authenticity is the cornerstone of effective podcast advertising. When listeners feel that an ad is genuine and relatable, they are more likely to engage with it.

Test and Optimize

Leverage podcast ad platforms that offer A/B testing, dynamic insertion, and real-time analytics. Regularly review key metrics such as listener reach, click-through rates, and conversion rates to gauge effectiveness and refine your strategy.

Future Trends in Podcast Advertising

Growth of Branded Podcasts

More brands are launching their own podcasts to build deeper connections with their audience. Branded podcasts offer a platform for storytelling, thought leadership, and community building.

Expansion of Programmatic Advertising

Programmatic advertising is becoming more prevalent in the podcast space, allowing for automated ad buying and placement. This streamlines the process and increases efficiency for advertisers.

FAQ: Podcast Advertising

How do I buy podcast ads?

You can buy podcast ads through podcast ad marketplaces or by working directly with podcast networks and publishers like iHeartMedia. These platforms allow you to browse available shows, submit proposals, and manage your campaigns.

What are the best podcast ad platforms?

The best podcast ad platforms are those that offer robust targeting, flexible formats, and analytics. Look for platforms that align with your campaign goals and provide access to the audiences you want to reach.

How can I measure the success of my podcast ads?

If you can measure it in digital, you can measure it in podcasting. From brand lift and site visits to conversions and sales, there are robust attribution solutions that track podcast ad performance across the full funnel. Marketers can access insights through pixel-based tracking, survey-based lift studies, and third-party attribution tools.

Whatever the KPI, the iHeart Analytics team can monitor and optimize your podcast campaign strategy with best-in-class measurement solutions.

Conclusion

Podcast advertising isn’t just a trend—it’s a strategic advantage. It delivers unmatched engagement, trust, and precision targeting in a media landscape where attention is everything. When paired with broadcast, it becomes a force multiplier—extending your reach, reinforcing your message, and driving results across every channel.

Want to learn more? Reach out to iHeartMedia to build an audio strategy that delivers business outcomes for your brand.

New Research Confirms Radio Advertising Increases Engagement with Social Media Ads

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Study by Critical Mass Insights demonstrates how radio ads prime consumer attention and influence cross-platform behavior

A new national study from audio research firm Critical Mass Insights (CMI) confirms that radio advertising continues to deliver powerful, measurable results — particularly by boosting the performance of social media advertising. In today’s saturated digital landscape, the study suggests that radio ads not only drive recall but significantly increase the likelihood that consumers will engage with brands online.

According to the study, 55% of radio listeners said they’re more likely to click a social media ad if they’ve first heard the brand advertised on the radio. On average, listeners reported being twice as likely to click a link for a product they’ve heard about on-air compared to one they haven’t. This reinforces the evolving role of radio listening as a top-of-funnel brand primer that directly supports digital outcomes.

Listeners are

2X

As likely to click a link for a product they heard about on Broadcast Radio

Audio Advertising Builds a Bridge Between Traditional and Digital Media

The research underscores the importance of integrating audio advertising with digital strategies. Radio ads serve as trusted touchpoints that pave the way for future engagement, particularly when consumers encounter the same brand on platforms like Facebook, Instagram, or TikTok.

This cross-channel influence is especially notable among 25- to 44-year-olds — a group that includes full-time professionals, parents, and first-time homeowners. 64% of respondents in this group said hearing a product on the radio makes them more likely to click on that product’s digital ad later.

"Consumers are inundated with ads across every device and platform. And in a world full of AI-generated content and misinformation, they’re craving trustworthy, familiar environments," said Lainie Fertick, President of iHeartMedia Insights. “Hearing a product in the authentic voice of a radio host adds credibility and familiarity that digital alone often can’t deliver.”

Someone famous in Source Title

This sentiment is reinforced by earlier findings from Critical Mass Insight’s 2023 study, which reported that 8 in 10 consumers trust broadcast radio hosts to recommend products and services — a rate that far outpaces most other forms of media. Radio listening offers a human touch, especially in an era where personalization and authenticity are paramount.

The Key Benefits of Radio Advertising for Digital Strategy

The report reveals several compelling data points that showcase the synergy between radio and social media:

  • 72% of consumers are more likely to notice a social media ad after hearing the product promoted on the radio.
  • 7 in 10 say they’re more likely to read a social ad if they’ve heard the brand name in a radio commercial.
  • 66% of respondents say they’re more likely to try a new product after hearing about it first through a radio ad.

72%

Of consumers are more likely to notice a social media ad after hearing the product promoted on Broadcast Radio.

These results suggest that radio advertising effectiveness isn’t just about direct action — it’s about creating memory structures that influence consumer decisions across platforms. When a brand message is first introduced through radio ads, it sets the stage for deeper engagement when that same message appears in a social media feed.

This effect holds true across demographics, geography, and even listening frequency. Even among lighter radio listeners, 6 in 10 said they are more likely to engage with a social post if they’ve heard about the brand on the radio. Among Black and Hispanic consumers, that number jumps to 75%, reinforcing how radio serves as a cultural and community connector that elevates brand trust.

Radio Advertising Drives In-Store and On-the-Go Behavior

Beyond digital clicks and impressions, radio advertising also influences day-to-day decisions. CMI’s study showed the impact extends to real-world buying habits:

  • 44% of respondents say they’re more likely to buy a product they see in a grocery store if they heard about it on the radio first.
  • 49% said they’re more likely to visit a fast-food restaurant after hearing an ad for it on the radio.

This shows that radio doesn’t just make brands more memorable—it makes them actionable. Whether it’s driving someone to click a link, try a new snack, or make a lunch stop, radio listening activates the brand in real-world moments.

"This data reinforces what the radio industry has long known,” added Fertick. “Audio advertising improves the performance of other media — it makes social ads work harder, builds brand familiarity, and drives measurable action.”

Someone famous in Source Title

Do People Still Listen to the Radio?

Despite growing investment in digital channels, radio listening remains strong, with tens of millions of Americans tuning in each week. As marketers evaluate media mix strategies, CMI’s research suggests that radio ads are a critical complement to digital media, rather than a replacement for it.

The perception that radio is outdated is refuted by the data: trusted voices, real-time context, and emotional storytelling make radio one of the few remaining high-attention environments in a cluttered media world. When marketers align their radio campaigns with their social media strategy, they’re more likely to reach consumers in multiple touchpoints — and more likely to break through.

Final Thoughts

For marketers asking “does radio advertising still work?” — the answer is a clear and resounding yes. But even more important, this study shows that radio makes other advertising work better, especially social media ads. By introducing a brand through trusted audio channels, brands are priming audiences to recognize and respond when they see that same message digitally.

As platforms evolve and digital environments become noisier, radio ads are proving to be a vital way to cut through the clutter, build trust, and amplify campaign performance across the board.

Study Methodology

Conducted by Critical Mass Insights between March 25–27, 2025, the national survey included 1,000 U.S. consumers aged 18–64. The sample was weighted by race, ethnicity, and geography to align with U.S. Census benchmarks.

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