Audio Ads Drive Movie & Streaming Campaign Reach

RADIO ONLINE | Monday, May 5, 2025

Cumulus Media and Westwood One

A new series of studies from Cumulus Media's Westwood One Audio Active Group reveals that audio advertising-spanning AM/FM radio, podcasts, and streaming audio-can significantly boost reach and effectiveness for theatrical releases and streaming video subscriptions.

The findings, detailed in the group's latest blog post, challenge the long-held assumption that visual media requires visual advertising. "Numerous studies smash the myths that 'sight, sound, and motion' are superior to audio ads," the report states.

Multiple research partners-including Focaldata, Maru, Veritonic, Nielsen, Edison Research, and Vivvix-contributed to the analysis. Among the most striking revelations: reallocating just 20% of linear TV advertising budgets to AM/FM radio can double campaign reach, with no added cost.

For example, Nielsen showed that if 20% of the TV budget for the upcoming film Wicked shifted to AM/FM radio, reach among adults 18-49 would rise from 38% to 83%. Similarly, Sonic the Hedgehog 3 would see a fourfold increase in reach using the same reallocation.

The studies also found audio listeners are among the most enthusiastic consumers of entertainment. Maru reported that 93% of frequent moviegoers are reached by ad-supported audio-outpacing social media, linear TV, and video streaming platforms. These listeners are also more likely to be aware of upcoming releases and attend opening weekend screenings.

"Audio listeners are voracious consumers of movies in the theater and films on streaming services," the study notes. "They are first to see a movie in the theater on opening weekend and when films debut on streaming services."

Creative execution was another focal point. Veritonic and Focaldata found that plot-driven audio ads-with slower narration and minimal background noise-greatly outperformed fast-paced or mood-based ads. Ads that told the story and named the cast were far more effective than those relying on movie clips or aggressive production styles.

"Consumers often look away from video screens but cannot shut their ears," noted Lumen, whose attentiveness research shows audio ads outperform video for attention and brand recall.

Despite these advantages, audio remains underutilized in entertainment marketing. Vivvix data shows that nearly two-thirds of media budgets for movie campaigns go to linear TV, while audio accounts for only a negligible share.

The report calls for a major rethink in how studios and streaming platforms allocate their ad budgets: "Audio should become a much greater allocation in the entertainment marketing media plan."

The full 19-minute summary video of the findings is available here.