Audio hits tipping point as 96% of European advertisers double down on spend, study finds

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 and the UK.

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.

In the UK, the study shows that the market has already moved past questioning whether audio works, with 91% of respondents saying it is important to their strategy. However, growth is uneven: 59% of agencies expect their investment in audio to increase, compared with 47% of brands. This suggests that the UK no longer needs convincing about audio’s effectiveness, it now needs to focus on activation.

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 in Europe view digital audio as a brand-safe (70%), high-quality environment that combines broadcast-scale reach (66%) with digital targeting and flexibility. In the UK, 81% say broadcast delivers scale while digital adds perception and that the two play complementary roles (79%). 
• Podcast boom gathering pace: 82% of advertisers in Europe say podcasts reach highly engaged audiences, with 47% planning to increase podcast investment. In the UK, 79% of advertisers are aware of podcast formats, yet only 49% consider podcasting important, signalling significant untapped opportunity. 
• Effectiveness evidence remains key to unlocking further investment: Across Europe, only 13% of advertisers confidently use audio attribution tools (dropping to 10% in the UK), yet 73% in Europe and 68% in the UK say they would invest more if stronger evidence of effectiveness were available.
• 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.

In the UK, advertisers are already recognising audio’s importance, the priority now is translating confidence into greater investment and more sophisticated use of the channel. The gap between strong audience engagement and relatively low spend signals a clear opportunity - particularly in areas like digital audio and podcasting, where capabilities are still underutilised. 

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 Kilby, MD, Bauer Media Advertising (UK), says: "In the UK, we’re seeing growing demand for channels that deliver both scale and accountability - and audio has proven it can do both. In a media landscape where advertisers need digital first solutions and trusted, brand-safe environments, audio is increasingly standing out.”

Simon Myciunka, President Audio, Bauer Media, comments: 

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