As marketers face increased pressure to prove ROI and drive measurable results, Audacy’s Spring 2025 State of Audio report delivers compelling evidence that audio advertising works—across every stage of the marketing funnel. The new edition, titled The Modern Measurement Playbook, highlights how radio and digital audio now play a central role in driving purchase intent, web activity, and foot traffic.
According to the report, 64% of advertisers now use audio to achieve lower-funnel goals, such as retail lift and conversions, not just brand awareness. Studies cited show that audio ads deliver a 14.5% lift in purchase intent, a 16.5% boost in brand affinity, and a 12% rise in overall favorability.
Website traffic has also seen significant gains. A campaign for an HVAC company reported a 51% increase in visits, while a regional grocery chain saw $40,000 in direct online sales within two weeks of launching a podcast and streaming audio campaign.
On the ground, geo-targeted radio spots are driving foot traffic as well. One restaurant chain in Detroit reported increased visits and longer customer dwell times after a radio campaign promoting happy hour deals. Shopper card data also revealed a 1.04% sales lift for a candy brand advertised during the Super Bowl, while a lottery app saw 100,000 downloads thanks to pixel-based tracking on audio platforms.
New technologies are making attribution easier and more accurate. Audacy’s AI-powered model, developed with Claritas, can now connect over-the-air radio ads directly to digital conversions. One regional campaign tied over 22,000 online actions to audio exposure.
Importantly, campaigns that combine radio, streaming, and podcasts doubled purchase likelihood among listeners—emphasizing the impact of a unified audio strategy.
The complete State of Audio Spring 2025 report is now available on Audacy’s website.