Radiocentre’s latest report ‘The Speed of Sound’ – developed by research consultancy MTM – highlights something we see play out every day at audioadpro: digital audio is not just growing, it’s reshaping how people listen, feel and engage with advertising. With over 76% of UK adults tuning in to commercial audio each week, and clocking up over 15 hours of listen time, it’s clear audio has secured a regular (and important) place in people’s lives.
But, that’s not to say it’s just about reach, it’s about resonance. Today, audio does more than educate or entertain; it keeps listeners company, lifts their mood and fosters rich emotional connections. This being one of the key driers in what makes audio such a powerful advertising channel. Because when listeners feel something, they remember it.
The rise of connected devices (hello, smart speaker) is a big part of this shift. Listening is no longer confined to the car or the kitchen – people tune in while working, walking, baking, and relaxing. With this expanded presence comes much greater potential for brands to reach audiences in the moments that matter most.
The report also digs into podcasts, showing that they now account for over 11% of commercial audio listening – a number that’s doubled in six years. It’s further proof that listeners are seeking deeper, more personal content, which brands can use as an opportunity to make themselves part of those trusted moments.
We know so well that audio is more than just ‘on in the background’. It’s a high-impact, emotionally rich space that continues to offer more for brands, and the listener. ‘The Speed of Sound’ report reinforces just how far audio has come, and why the future sounds pretty great, if you ask us.
