Audio doesn’t have a belief problem. It has a growth opportunity

Opinion

96% of advertisers are backing audio, now investment needs to follow, writes the president of Bauer Media Audio.

Across Europe and the UK, the industry has reached a moment of clarity on audio. The latest Sound Check Europe 2026 study from Bauer Media Audio, in partnership with Elevate Consultancy, shows near-universal confidence in the channel. 96% of advertisers say they will maintain or increase spend, and in the UK, 91% already see audio as a core part of their strategy.

This is not a channel fighting to be understood. It is one that is already valued.

And yet, the real opportunity is still ahead. Audio accounts for roughly a fifth of media consumption, but attracts only around 5% of ad spend. That gap is not a weakness. It is headroom. It is one of the clearest growth opportunities in the current media landscape.

Audio is growing because it fits real life

Listening is booming across every format. Live radio, streaming and podcasts are not competing for attention; they are collectively expanding it. Audio has become a constant in people’s lives, moving seamlessly from the commute to the gym to time at home.

That matters for advertisers. Because these are not passive moments, they are trusted, attentive environments where brands are welcomed in rather than filtered out.

This is where audio stands apart. It delivers scale and consistency of attention. It builds familiarity over time. And in a fragmented landscape, that is becoming increasingly valuable.

The UK is perfectly placed to move first

The UK market is already ahead in how it thinks about audio. With 91% of advertisers recognising its importance, the fundamentals are in place.

Now comes the opportunity to lead.

Agencies are already leaning in, with 59% expecting to increase audio investment, compared with 47% of brands. That gap is not a problem; it is a signal. The people closest to planning can see where growth will come from. The next step is for that momentum to translate into bolder investment decisions.

Because the brands that move first here will not just follow attention, they will get ahead of it.

Audio works best when it is treated as a system

One of the most exciting shifts in audio is how it is coming together. Broadcast and digital are no longer separate considerations. Together, they create something much more powerful.

Broadcast brings scale and shared cultural moments. Digital adds precision, flexibility and addressability. Combined, they offer a rare balance of reach and relevance.

At Bauer Media Audio, this is exactly how we are building our proposition. We see audio as one connected system, designed to make planning simpler and campaigns more effective. When brands approach audio this way, they unlock its full potential rather than just a fraction.

Podcasting shows how much opportunity is still untapped

Podcasting is a great example of where audience behaviour is already ahead of investment. Engagement is high, audiences are loyal, and content is actively chosen.

Advertisers recognise this. Across Europe, 82% say podcasts deliver strong engagement. But only around half are increasing investment, and in the UK, many are still treating podcasts as a secondary consideration.

That gap is where the opportunity sits. This is not about testing podcasts. It is about scaling them as part of a broader audio strategy, while the space is still growing and attention is still being shaped.

The industry has the evidence. Now it needs to use it

Measurement is often raised as a barrier, but it is increasingly becoming an enabler. While only a small proportion of advertisers currently use audio attribution tools with confidence, the direction of travel is clear.

Audio is becoming more measurable, addressable, and accountable, without losing the scale and trust that make it effective in the first place.

At Bauer Media Audio, we are focused on accelerating this shift. That means making audio easier to plan, measure, and demonstrate impact. Not as a niche channel, but as a core part of how modern campaigns deliver growth.

Attention is shifting. Budgets will follow

The bigger picture is simple. Attention has already moved. Audiences are spending more time with audio across more formats and in more moments of the day.

The question is how quickly investment catches up.

Audio does not just sit alongside other channels. It strengthens them. It builds reach, reinforces messaging and drives effectiveness across the wider plan. That contribution is increasingly recognised and will be increasingly valued.

The question for 2026 is who moves first

The industry does not need convincing on audio. It is already there. What matters now is who acts on it.

Planning cycles for 2026 represents a genuine opportunity. Not just to increase spend, but to rethink how audio is used, how it is integrated and how it drives growth.

This is not about closing a gap for the sake of it. It is about unlocking a channel that is already delivering attention at scale, and still has significant room to grow.

The real question is not whether audio works. It is, which brands will take full advantage of it first?

Simon Myciunka is president of Bauer Media Audio and CEO of Bauer Media Audio UK