5 Reasons Why Audio Will Be Worth Tuning Into In 2022

Screen fatigue, the appeal of podcasts, and radio’s enduring reach story have collectively proven that audio is pandemic-proof. In other words, it’s here to stay and can no longer be ignored by savvy marketers. 

Is your audio strategy ready?

2022 is here, and the importance of reaching audiences off-screen as they head back out into the world and get back to their in-car routines continues to grow. With some added insight from the AdLarge executive team, here’s where the opportunities in audio are heading.

Robust Reach

“In today’s marketplace, missing an audience is not an option. We are excited to bring our advertisers new opportunities for 2022 to make those crucial connections with consumers, offering both network radio inventory with a large national reach and curated podcast environments for engagement.” —Cathy Csukas, Co-CEO

In the audio advertising toolbox, network radio plays the particular role of reaching a critical mass of the American population immediately and efficiently. According to the latest Nielsen data, network radio reaches more than 91% of radio listeners every week, closely mirroring the general radio audience across every key demo.

Then there’s podcasting. A still-growing audience with a reach that is complementary to radio in many ways. Skewing towards younger demos who are more likely to listen at home, the podcast environment satisfies a different need for brands. More on that in a moment.

Radio Rules the Road

“We are optimistic for radio as Americans get back into their pre-pandemic routines, or even find new (and safer) routines. From daily commuting to going on vacations, the auto will continue to be both a necessity and an escape.” —Gary Schonfeld, Co-CEO

Getting back in the car means getting back to radio. Listeners are on the go, which is helping drive radio’s reach to new highs since March 2020—99% of pre-pandemic numbers according to Nielsen’s October PPM data. 

Radio advertising’s role in the car and on the road is getting brand messaging closest to the point of purchase. Radio listeners are more likely to engage in activities outside of the house - grocery shopping, getting takeout, and heading out into the great outdoors. The heavy radio listener, in particular, will spend more time (over 1 hour) in their car. 

Multicultural Audiences

“‘Diversity’ may have been ANA’s 2021 marketing word of the year, but inclusive campaigns that reflect diverse customer bases and the growing diversity represented in audio will be imperative in 2022 and beyond” —Donelle Brown, SVP, Marketing Insights & Client Relations

For brands looking to double down on their diversity and inclusion messaging, network radio is powered in part by multicultural audiences who have a strong connection to the medium. Looking at the key 25-54 demo, 97% of Black radio listeners tune in to network-affiliated stations each week. Skewing female (54%), 81% of Black listeners are employed and 7 in 10 listen outside of the home. Skewing more male (56%), 81% of Hispanic radio listeners 25-54 are employed and 75% listen out of home.

Podcasting is rising to the occasion too, making serious progress in diversity in 2021. The podcast audience is more diverse than ever and more representative of what the U.S. population looks like today. Nielsen reports that while listening has grown across multicultural audiences, Hispanic podcasting listening in the 25-39 demo has doubled in three years and the Asian American audience has grown 500% in the last decade.

The Sports Fan

“NASCAR has tremendous momentum going into the new year. Between new racing venues and new cars, fans are anxiously awaiting the 2022 season, and brands who jump on board now have the opportunity to be a part of that ride.” —Don Wachsmith, Chief Revenue Officer

Though it’s been a tumultuous time for sports fans, their love for the game and desire to follow their teams is still strong. And since reaching passionate audiences will never go out of style, the sports radio listener is still highly covetable for brands. 

They don’t get more passionate than the NASCAR fan who actively engages with, supports, and invests in the brands who sponsor the sport. The groundbreaking moments from the 2021 season—such as Bubba Wallace’s historic win—are reigniting fan interest and getting the attention of motor racing newcomers, making it a golden opportunity for brands to get on board.

Integrated Audio Opportunities

“Brands that succeed in 2022 will engage with audiences across multiple audio touchpoints. Really understanding the context of when, where, and why these audiences are engaging with different content across platforms will be key.” —Ilwira Marcizsek, SVP, Head of Revenue Operations and Digital Sales

The excitement around the podcast advertising space has helped spark renewed interest in all things audio - from the importance of sonic branding to learning how to apply brand messaging across different audio platforms.

It’s radio when dropping the kids off at school, streaming music while working, podcasts while cooking dinner—audio now touches every moment of a person’s day. Taking a holistic approach to audio advertising combining radio’s broad reach with the targeting of digital audio ensures you’re meeting all your consumers where they are. 

Top-ranked RADAR® Network, action-packed live sports, high-engagement podcasts—Team AdLarge can help check every box in your brand’s audio advertising strategy. Every brand is unique, we have equally unique solutions for every goal and every budget.

Sources: Nielsen, Network Audio Today, December 2021; Nielsen March 2020-October 2021 PPM Data; Nielsen Podcast Listener Buying Power Survey, December 2021