Audio Advertising Moves Further Into the Spotlight
Audio is becoming an even more established part of media planning across Europe. According to the latest Sound Check Europe 2026 study from Bauer Media Audio and Elevate Consultancy, 96% of advertisers plan to either maintain or increase their investment in audio advertising. The research surveyed more than 1,000 marketers and agency leaders across nine European markets, including Ireland.
The findings reflect a broader shift in how advertisers view audio channels such as radio, audio streaming and podcasts. Many respondents pointed to trust, brand safety and audience attention as key reasons for increasing investment. Podcasts in particular continue to grow in importance, with almost half of advertisers surveyed saying they expect to spend more in that area.
Advertisers increasingly are combining the scale of traditional radio with more targeted digital capabilities, making audio a more tactical option within broader campaigns. Listening habits are also changing, with audio streaming and podcast consumption continuing to grow across Europe, particularly during commuting, exercising and other daily routines.
We see this pattern also reflected locally. In Core’s OUTLOOK 26 report we see digital audio represent between 20-40% of all audio consumption reflecting a more personalised and on demand pattern of consumption.
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