Bauer unveils study on attitudes to audio advertising

Audio is moving firmly into core media plans, with most advertisers planning to maintain or increase spending according to a new report from Bauer.

The Sound Check Europe 2026 study from Bauer Media Audio, with Elevate Consultancy, surveyed more than 1,000 senior decision-makers across nine markets. It shows 86% of advertisers now see audio as central to strategy, while 96% expect budgets to hold or grow.

In the UK, confidence is already established. 91% say audio is important to their plans, although agencies are more likely than brands to increase spend. This points to a market focused less on proving effectiveness and more on activating it.

Digital audio is gaining ground as a flexible, brand-safe environment. Advertisers value its combination of broadcast reach and targeting, with most UK respondents saying broadcast and digital audio work best together.

Podcasting continues to develop, with strong awareness but lower perceived importance in the UK. The gap suggests room for growth as advertisers look to engage audiences more deeply.

Measurement remains a barrier. Few advertisers use attribution tools confidently, yet many say stronger evidence would unlock further investment. At the same time, AI is being adopted for efficiency, though concerns about trust and brand risk persist.

Simon Kilby, MD, Bauer Media Advertising (UK), says: “In the UK, we’re seeing growing demand for channels that deliver both scale and accountability – and audio has proven it can do both.

“In a media landscape where advertisers need digital first solutions and trusted, brand-safe environments, audio is increasingly standing out.”

Simon Myciunka, President Audio, Bauer Media, comments: “Advertisers are no longer testing audio, they’re scaling it.

“When nearly half of the market is either increasing or maintaining audio spend, that signals a fundamental shift. But the bigger story is the opportunity. Audiences are already there, effectiveness is proven, and now is the time for investment to grow.

“The direction of travel is clear. Advertisers aren’t asking whether audio works anymore – they’re deciding how fast to scale it. Those that do will see the advantage first.

“For us at Bauer Media Audio, this is about turning that momentum into something actionable. We are working with customers on strategic partnerships that bring clearer impact, stronger cross-channel planning, better data integration, and measurable outcomes for advertisers across all our markets.”