The Interactive Advertising Bureau (IAB) highlights a significant gap in audio advertising, noting that brands are missing out on potential revenue despite consumers dedicating nearly 20% of their media time to audio. In 2024, only 3.1% of digital ad budgets were allocated to audio, even as audio listeners demonstrate higher purchasing power and engagement compared to other media. The IAB emphasizes that audio advertising generates more attentive seconds and better brand recall than digital video and social media. As audio and podcasting audiences grow, the IAB urges brands to invest in this effective medium to enhance their overall media strategies.