Hamburg/London, 29 April 2026 – A major new European study into advertising trends signals a clear turning point for audio, with 96% of advertisers planning to maintain or increase spend. 

The research, Sound Check Europe 2026, conducted by Bauer Media Audio in partnership with Elevate Consultancy, is based on responses from more than 1,000 senior agency and advertiser decision-makers across nine markets, making it one of the most comprehensive snapshots of audio advertising attitudes in Europe.

Its findings point to a market shifting decisively toward audio. 86% of advertisers now consider it a core part of their media strategy, as budgets begin to move toward channels that deliver trust, attention and measurable impact.

Crucially, this shift signals the market starting to close the gap between extensive evidence of audio’s effectiveness and current levels of investment.

The study highlights how audio is moving from a supporting role to a central pillar of modern media planning:

• Digital audio comes of age: Advertisers view digital audio as a brand-safe (70%), high-quality environment that combines broadcast-scale reach (66%) with digital targeting and flexibility.
• Podcast boom gathering pace: 82% of advertisers say podcasts reach highly engaged audiences, with 47% planning to increase podcast investment, yet many still see the channel as underutilised, signalling significant untapped opportunity.
• Effectiveness evidence remains key to unlocking further investment: Only 13% confidently use audio attribution tools, yet 73% say stronger effectiveness evidence would increase investment.
• AI adoption rises with trust a key barrier: Advertisers are embracing AI in audio for its speed, scalability and efficiency, but concerns around brand risk, trust and the impact on human creativity remain significant, with 38% citing trust as the biggest barrier.

A proven opportunity with room to grow

The findings are supported by a strong body of international evidence demonstrating audio’s effectiveness and scale. Across Europe, audio accounts for around a fifth of total media consumption but attracts only a c. 5% share of ad investment, while consistently delivering above-average ROI and acting as a multiplier for wider campaign performance.

Taken together, the findings suggest audio is becoming an increasingly powerful force in a fragmented media landscape, offering advertisers a rare combination of scale, trust, attention and proven commercial impact, with clear headroom for further growth.

Simon Myciunka, President of Bauer Media Audio and CEO of Bauer Media Audio UK, comments:

“Advertisers are no longer testing audio, they’re scaling it. When 96% 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.” 

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For more information please contact: 

Bauer Media Group -  abbie.mcgurk@bauermedia.co.uk   

About Bauer Media Audio 

Bauer Media Audio is Europe’s leading digital commercial radio and audio operator, reaching over 63 million listeners every week across nine countries. We are constantly innovating to shape the future of audio – developing new formats, exploring emerging platforms, and using technology to create smarter, more personalised listening experiences. Through a trusted portfolio of premium radio brands, streaming platforms, podcasts, and social media, we connect audiences with content they love – and help advertisers reach them in meaningful, brand-safe environments. Our data-driven audio solutions drive action and build deeper relationships between brands and listeners.   

Bauer Media Audio is part of Bauer Media Group – a media business creating content that matters to millions of people across Europe, covering print and online publishing, audio broadcasting and entertainment, Out-of-Home advertising, and investments in other media related sectors. Family-owned in the 5th generation, Bauer Media focuses on the long-term with a consumer first mindset. Our workforce of over 12,000 shares a common purpose: to enrich people’s everyday lives.