New measurement tools and shifting media habits are giving marketers a clearer picture of the return on investment from audio advertising, which continues to expand across traditional radio, podcasts and streaming platforms, according to a report by the Association of National Advertisers.
AM/FM radio remains the dominant source of ad-supported audio listening despite competition from digital media, according to Edison Research. In the first quarter of 2025, AM/FM radio, including streaming audiences, accounted for 66% of ad-supported audio time among adults 25 to 54. Podcasts captured 18%, streaming audio 12% and satellite radio 3%. Radio’s share of daily ad-supported listening ranged from 47% among adults 18 to 34 to 73% among those 35 and older.
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