In a crowded media landscape, attention is one of the rarest resources. While video, social, and digital display ads dominate the conversation, one channel continues to deliver unmatched focus and trust: audio. Whether through podcasts, streaming platforms, or talk radio, audio engages audiences in a deeply personal and often less distracted environment.
Recent research from Tunnl shows that people don’t just hear audio ads—they act on them. Across audiences, a majority report taking meaningful steps after hearing a political or advocacy message delivered through audio. That’s not just awareness; that’s activation.
Here were the takeaways that stood out:
Unlike visual media, which can trigger fatigue or skepticism, audio enters through a different door: trust. Listeners often invite hosts and programs into their daily routines, from morning commutes to evening workouts. As a result, they engage with messages from voices they already trust.
This dynamic gives campaigns and organizations a unique opportunity to reach both regular consumers and core supporters or emerging and persuadable audiences without the resistance that often accompanies visual or interruptive ad formats. Audio’s flexibility—across genres, platforms, and languages—makes it a powerful complement to broader communication strategies.
At Tunnl, we help organizations understand not only who they should reach but also how to reach them most effectively. Our Platform brings together research, audiences, and insights that include channel-level habits—offering a clear view of each audience’s media mix.
Every audience has its own balance of attention across mediums: television, social, video streaming, and, increasingly, streaming audio. Knowing those patterns helps campaigns allocate resources where they’ll drive the greatest impact.
For example, two audiences with similar demographics might spend their attention in very different places. One might be dominated by linear TV watching a lot of live cable, while another might favor podcasts or social media. Understanding those distinctions can mean the difference between an ad that’s seen—and one that’s heard, remembered, and acted on.
Tunnl’s Platform provides deep insights into how audio fits within the overall media mix for every audience segment.
These insights go beyond surface-level metrics. They illuminate the real-world opportunity: how digital audio can extend reach, amplify messaging, and connect with audiences who might otherwise be missed in a traditional media plan.
In other words, it’s not just about adding audio; it’s about understanding where and how it matters most.
Tunnl even includes channels where we know ads aren't available. Having the full view of how your audience interacts with media - whether there's advertising on that platform or not - gives you a fuller picture of consumption habits to consider.
As brands, advocacy groups, and agencies are planning for how to reach their most important audiences, the ability to connect meaningfully will depend on understanding audiences at the intersection of trust, attention, and action.
Audio—backed by data-driven insights from Tunnl—offers an effective ways to make that connection and augment your traditional campaign mix.