Weekly Insights · January 10, 2024

Breathing, Sleeping, Eating… Hearing Audio Advertising? 

By Edison Research

More than five-in-six Americans listen to Ad-Supported Audio every day 

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A few weeks ago, we reported that Americans age 13 and older listen to an average of four hours and eleven minutes of audio every single day. This enormous amount of time spent is one foundational assertion as to why advertisers should be allocating more of their budgets to audio. 

This week we bring another strong argument: The incredible reach of audio advertising. As can be seen in Share of Ear®, 84% of Americans 13+ will listen to some type of ad-supported audio daily. Ad-supported includes AM/FM Radio, podcasts, ad-based streaming services such as Pandora, the spoken-word channels on SiriusXM, and free use of YouTube for music videos. 

Even among those harder-to-reach 18–34-year-olds, ad-supported audio is being heard. Fully 82% of this group in the U.S. is reached by ad-supported audio each day. 

And to emphasize – these are daily measures of reach.  Over the course of a week or a month, the reach would naturally expand likely to somewhere well above 90% of all Americans, including younger consumers. 

A vast number of Americans listen to ad-supported audio every single day. Any advertiser looking to send its message far and wide, including to younger age groups, should be considering more investment in audio advertising. 

We are proud to announce the Top 25 Podcasts in the UK for Q3 2023 as measured by Edison Podcast Metrics UK. 

Topping the list are The Joe Rogan Experience, The Diary Of A CEO with Steven Bartlett, and That Peter Crouch Podcast, based on total weekly audience reach among weekly podcast listeners age 15+ for Q3 2023 in the UK. 
Click here for the complete list of the Top 25 

Edison Podcast Metrics is the only podcast measurement service that measures the relative audience size and demographics of all podcasts and podcast networks in the UK. The Q3 2023 ranker is derived from data collected continuously during the third quarter of 2023, interviewing 2,326 weekly podcast consumers ages 15 and older in the U.K. Participants indicate which podcasts they listened to in the past week along with a variety of demographic, psychographic, and purchase-behavior information. 

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