marketers Embracing Audio and optimistic About 2025
Table of Contents
- 1. marketers Embracing Audio and optimistic About 2025
- 2. Increased Audio Investment
- 3. Correlation Between Spending and Audio Focus
- 4. Economic Optimism Drives Growth
- 5. Recession fears Ebb
- 6. Impact of GDP on ad Budgets
- 7. Boost in New Product Launches
- 8. conclusion
- 9. With a growing economy and a desire to reach consumers in engaging ways, how do you foresee this impacting audio advertising spend in teh coming months?
- 10. Archyde Interviews Audio Industry Expert on Rising Ad Spend Trends
- 11. Audio’s Comeback: A Shift in Spending Priorities
- 12. The Budget Connection: Spending Big on Sound
- 13. A Bouncing Economy Fuels Optimism
A recent survey by market intelligence researcher Advertiser Perceptions reveals a surge in confidence among marketers regarding the economy and a renewed willingness to invest in advertising, including a notable increase in spending on radio and all forms of audio media.
The survey, conducted between January 2nd and 10th, 2025, polled 300 executives from media agencies and brand marketers who are responsible for making media brand selection decisions and plan to spend at least $1 million on advertising over the next year. The findings suggest that a meaningful shift is underway in audio advertising, with marketers recognizing its growing cultural relevance and potential for impactful reach.
Increased Audio Investment
Key findings from the survey highlight a ample increase in the percentage of executives anticipating an increase in ad spend on AM/FM radio over the next six months. This figure has grown by 77% compared to three years ago, standing in stark contrast to the 19% increase projected for podcasts and a mere 15% for audio streaming.
“The growing cultural importance of podcasts has the potential to lift advertiser investment in all forms of audio advertising. Audio investment has been held back by budgetary constraints and an over-emphasis on lower funnel formats,” says Eric Haggstrom, VP of Business Intelligence and head of forecasting at Advertiser Perceptions, in a recent blog post on Westwood One’s website. “Thes pressures should ease in 2025.”
Correlation Between Spending and Audio Focus
The survey also reveals a strong correlation between a brand’s overall advertising budget and its willingness to invest in audio.Marketers spending $25,000 or more are substantially more likely to increase their spending on AM/FM radio,podcasts,and audio streaming in 2025 compared to those with smaller budgets.
Economic Optimism Drives Growth
Adding to the positive outlook, nearly half of the marketers surveyed (47%) expect the US economy to grow in the coming 12 months, a figure that has more than doubled from 23% just two years ago. This optimism is especially pronounced among larger brands, with 58% of those spending $25,000 or more anticipating economic growth, compared to 40% of smaller brands.
“While increased tariffs on imported goods and regulatory uncertainty remain potential headwinds to the economy, advertisers are feeling bullish about the economy,” says Haggstrom. “Barring those issues, expect advertisers to increase budgets this year.”
Recession fears Ebb
The decline in recession fears is another contributing factor to the current marketing climate.Google searches for the term “recession” have plummeted by 90% since their peak in June 2022. “in 2022, the vast majority of economists and businesses expected a recession,” notes pierre Bouvard, chief Insights Officer at Cumulus Media/Westwood One audio Active Group. “These fears carried over into 2023 and 2024. These alarming forecasts caused national marketers to reduce and hold back ad budgets.”
Impact of GDP on ad Budgets
The survey also highlights the profound impact of US GDP growth on advertising budgets. More than half (51%) of the respondents indicate that they will factor in the US GDP when making their ad budgeting decisions over the next 12 months, a significant increase compared to previous years.
Boost in New Product Launches
Adding to the positive sentiment, the survey reveals a surge in new product launches. Three out of every four marketers plan to introduce new products in 2025, marking a sharp rise from the 54% low recorded in 2022. This anticipated wave of new products further underscores the economic optimism and the confidence of marketers to invest in growth.
conclusion
The data paints a clear picture of a marketplace invigorated by a sense of optimism and a renewed commitment to advertising, particularly in the realm of audio. Marketers, fueled by a positive economic outlook and a desire to connect with consumers in increasingly engaging ways, are poised to make 2025 a year of significant growth and innovation.By embracing the dynamic potential of audio advertising, marketers can unlock new opportunities to reach and resonate with their target audiences.
With a growing economy and a desire to reach consumers in engaging ways, how do you foresee this impacting audio advertising spend in teh coming months?
Archyde Interviews Audio Industry Expert on Rising Ad Spend Trends
The audio advertising landscape is buzzing with activity as marketers rediscover the power of sound. A recent survey by Advertiser Perceptions reveals a surge in confidence among marketers, leading to a renewed willingness to invest in advertising, including a notable increase in spending on radio and all forms of audio media. To delve deeper into this trend,we spoke with Amelia Green,Chief Strategy Officer at Resonate Audio,a leading audio advertising agency.
Audio’s Comeback: A Shift in Spending Priorities
Archyde: Amelia, Advertiser Perceptions’ latest survey shows a significant increase in projected ad spend on AM/FM radio compared to podcasts and audio streaming.What factors do you think are driving this shift?
Amelia Green: It’s definitely an intriguing development. I think several factors are at play. Firstly, AM/FM radio enjoys a massive reach and frequency, particularly among core demographics. Marketers are recognizing its potential to cut through the clutter and deliver impactful messaging to wide audiences. Plus, with advancements in digital audio technologies, radio is seamlessly integrating with online platforms, creating a more targeted and interactive experience for listeners.
The Budget Connection: Spending Big on Sound
Archyde: The survey also highlights a strong correlation between overall advertising budgets and willingness to invest in audio across various formats. Do you see this trend continuing?
Amelia Green: absolutely. When budgets are robust, brands are more willing to experiment and explore innovative advertising channels. audio fits perfectly into this strategy. Its versatility allows for creative storytelling, sponsorship opportunities, and targeted messaging across different platforms. As brands continue to invest in complete marketing strategies,audio will undoubtedly play a central role.
A Bouncing Economy Fuels Optimism
Archyde: With a renewed economic optimism and reduced recession fears, how do you foresee this impacting audio advertising spend in the coming months?
Amelia Green: I’m incredibly optimistic. With a growing economy and a desire to reach consumers in engaging ways, we’ll likely see a surge in audio advertising investments throughout 2025.Brands want to be where their audiences are, and that increasingly means within the auditory realm.
Archyde: What advice would you give to marketers who are considering incorporating audio into their marketing strategies?
Amelia Green: My advice is simple: Don’t underestimate the power of sound! Audio offers a powerful and immersive way to connect with audiences.Whether through radio, podcasts, or audio streaming, embrace the creativity and explore the possibilities of audio storytelling. The results can be truly impactful.
