Home Login RADIO ONLINE RSS Facebook
Advertisement

Audio Ads Drive Movie & Streaming Campaign Reach


Cumulus Media and Westwood One
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.

Advertisement

Latest Radio Stories

Louisville Icon WAKY-AM & FM Sold to WAKAYANA LLC
WAKY-FM and AM in Louisville
WAKY-FM and AM in Louisville
WAKY-FM and AM in Louisville, along with their associated translators, are being sold by W&B Broadcasting Inc. to WAKAYANA LLC in a deal announced today and pending FCC approval. The transaction marks the end of an era for W&B Broadcasting, headed by Bill Walters, and the More

Podcast Ad Spending Hits 11-Year High Among Brands
Cumulus Media and Westwood One
Cumulus Media and Westwood One
Marketer and agency interest in podcast advertising has surged to its highest level in more than a decade, according to the latest annual study from Advertiser Perceptions commissioned by Cumulus Media | Westwood One's Audio Active Group. Conducted in June 2025 among 302 marketers and media buyers, the More

Beasley Media Sells 98.7 The Shark in Tampa to EMF
Educational Media Foundation
Educational Media Foundation
Beasley Media Group has agreed to sell WPBB-FM (98.7 The Shark) to Educational Media Foundation (EMF), marking EMF's first entry into the Tampa Bay radio market. The sale will bring an end to Beasley's ownership of the station, which began in 2014 when it acquired More
Advertisement

Suzanne Nance to Step Down as CEO of All Classical Radio
Suzanne Nance
Suzanne Nance
All Classical Radio in Portland, OR has announced that President and CEO Suzanne Nance will step down later this year, concluding a decade-long tenure marked by growth, innovation, and national recognition. Nance will relocate to Ireland to join her husband, conductor and composer Desmond Earley, and take on More

Jeff Tyler Retires from iHeartMedia After 47-Year Career
Jeff Tyler
Jeff Tyler
iHeartMedia has announced the retirement of longtime Area President Jeff Tyler, marking the end of a 47-year career in broadcast radio. Tyler, whose leadership spanned nearly every facet of the business, officially steps down today after decades of service in the Madison and Milwaukee markets and beyond. More

iHeartMedia and Audacy Ink Content Distribution Deal
iHeartMedia and Audacy have announced a new content distribution partnership that will make Audacy's full portfolio of more than 240 radio stations and time-shifted podcasts available on iHeartRadio, iHeartMedia's free digital audio platform. The agreement, More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement