Capturing audience attention can be difficult, but our research with Audacy showed that there are points during an audio listener’s day that they are more engaged—opening up critical opportunities for brands. Our CSO Devora Rogers co-authored an article with Idil Cakim, formerly with Audacy, about the study for Radio World, called “New Study Underscores Audio’s Importance in Engaging Consumers.” In the piece, they cover how audio’s evolution from background noise to a daily ritual has created new ways for brands to connect with audiences.

Audio as a ritual: not just background noise
As Devora and Idil explain, audio has transformed into an integral part of daily life. According to the study, 74% of U.S. adults set aside time specifically for listening to audio each day, and 40% organize their day around audio content. This shift highlights the intentionality of modern audio consumption, making audio a powerful tool for capturing attention.

One respondent shared, “I plan many activities around audio content. I walk, exercise, and even draw and paint to it. Music and podcasts help me stick to my goals.” These deeply ingrained habits provide a perfect opportunity for brands to align their messaging with the routines of engaged listeners.

Rituals create prime engagement opportunities
The research identified 11 key moments during the day where listeners are most engaged with audio—whether it’s starting the morning with a podcast, listening to music during a workout, or winding down with an audiobook before bed.

Aligning advertising with these moments can significantly boost brand awareness and purchase intent. As the article notes, “Audio ads that are contextually aligned with what audiences are doing work better, driving audiences to search and shop for products.”

Advice for brands to connect with audio audiences
To make the most of this opportunity, brands should consider these best practices:

• Place content in context: Tailor messages to match the mood, activity, or ritual of the listener.
• Use sonic branding: Incorporate clear audio cues and calls to action to boost recognition and recall.
• Leverage influencers: Partner with podcast hosts and creators to build authentic trust with listeners.

Audio listeners are not just consuming—they’re immersing themselves. This creates a unique chance for brands to build trust, tell stories, and establish meaningful connections.

The future of audio engagement
As audio consumption continues to grow—driven by podcasts, streaming, and smart speakers—its role as a ritualized part of daily life will only deepen. Brands that recognize and embrace this evolution will be well-positioned to capture attention, engage audiences, and drive results.

For a deeper dive into the research and actionable insights for brands, check out the full article in Radio World: https://www.radioworld.com/columns-and-views/guest-commentaries/new-study-underscores-audios-importance-in-engaging-consumers