Debunking 9 Myths About Digital Audio Advertising

Digital audio advertising is evolving rapidly; listenership is increasing, and technology is advancing. However, common misconceptions still stop advertisers from fully understanding digital audio’s potential. For those new to audio advertising (and those who could use a refresher), it’s time to set the record straight. 

Whether you have concerns about audience attention or doubts about measurable results, we’re here to tackle some of the most common myths about digital audio advertising—and uncover the truths about why it should be a priority in your media mix.

Myth #1: Digital Audio Shouldn’t Be a Priority in a Media Mix

Truth: Digital audio consumption is on the rise, making it an essential in any advertising strategy.

SiriusXM Media reaches 160M listeners across our networks, platforms, and shows, offering extensive reach and impact across music, podcasts, and live talk. From mood-based music playlists to niche podcasts, digital audio reaches a highly engaged audience.

By including digital audio in your media mix, you tap into a unique advertising channel that meets consumers wherever they are—commuting, working, entertaining, or unwinding. 

Myth #2: Audiences Tune Out or Away from Ads

Truth: Digital audio commands audience attention and drives consumer action.

Unlike ad breaks found on traditional AM/FM radio, streaming platforms like Pandora deliver a lighter ad load that rewards brands with better share of voice—ensuring a positive, non-disruptive listening experience for users. Pandora's ad experiences are designed to benefit both listeners and brands, creating a win-win situation. Through rewarded ads, you can reward listeners with uninterrupted listening and premium features in return for ad interaction.

Meanwhile, on podcasts, the numbers are telling. Over nine in 10 people take action after hearing a podcast ad, and 57% have made a purchase. With these high engagement levels, your message reaches—and resonates—with attentive ears.

Myth #3: It Isn’t Brand Safe

Truth: Digital audio offers brand safety and suitability.

Concerns about unsuitable content, such as explicit language or sensitive topics, often hold advertisers back. However, both music and podcasts are safe environments for your brand's messages. 

Advertising on media that plays alongside music has been around for quite sometime and is considered a tried-and-true option for brands, given its self-selecting structure to listeners. 

And rest assured that over on the SiriusXM Podcast Network, the environment is just as brand safe. Our content team removes any show or episode that fails to meet brand safety baselines, ensuring both our listeners and advertising partners aren’t exposed to damaging content. From category to contextual targeting, we offer solutions that ensure your ads play in the right genres, shows, and episodes for your brand. 

Our ad quality team works to ensure your ads play when, where, how, and to whom you want them. We measure these four elements: 

• Audibility: Can your ad be heard? 

• Viewability: Can your ad be viewed? 

• Fraud/ invalid traffic (IVT): Was your ad served to a human? 

• Audience verification: Did your ad reach its intended audience? 

Myth #4: It’s Reserved as an Upper-Funnel Tactic

Truth: Digital audio drives action at every stage of the funnel.

From introducing a brand to a listener for the first time, to promoting brand consideration through repeated ads, to driving action with high-impact creative, digital audio isn’t limited to a single stage of the funnel. 

We previously put this myth to rest in a custom DISQO study, exploring the impact of digital audio on the consumer journey. Starting in the awareness stage, 74% of digital audio listeners discovered a new product or brand through an audio ad. Next, 77% have potentially purchased a specific brand, product, or service after hearing an audio ad. And finally, in the purchase stage, 66% say that audio ads are key to influencing their purchase decisions.  

Whether your goal is to drive awareness, consideration, or conversions, digital audio advertising delivers tangible results at every stage. 

Myth #5: It’s Only Accessible to Large Brands 

Truth: Digital audio is accessible to businesses of all sizes and budgets. 

Whether you’re a global corporation or a local business, digital audio advertising fits budgets large and small. While a campaign for a smaller brand might look different than one for a large organization, the goal is the same—driving measurable results. 

New to the game? Try our AudioGO platform, which creates ads for both podcasts and streaming. AudioGO also connects brands with publishers for assistance with targeting and real-time performance reporting. 

Digital audio is no longer just for major players. And as your brand scales, your digital audio needs will, too. Once it’s time, you might need to upgrade to more advanced strategies like implementing adtech, buying host-read ads, or developing sonic branding. 

Myth #6: Targeting Is Too Broad

Truth: Digital audio provides highly sophisticated targeting capabilities.

While traditional AM/FM has a broad targeting approach with a high likelihood of reaching the wrong audience, digital audio offers unparalleled precision. With advanced solutions like contextual targeting, audience targeting, and Predictive Audience tools (on podcasts), brands can reach the right audience in the right place and at the right moment. 

Whether your audience is exercising to workout jams or cooking dinner alongside a niche podcast topic, you can tailor your message to match their behavior and interests (even as they change).

Myth #7: Visual Media Is More Effective Than Audio

Truth: Audio ads thrive in ways visual media cannot match.

There’s a time and place for visual ads—who isn’t drawn to vibrant animations or colorful videos? However, audio ads have strengths that display ads are lacking.

For one, thanks to its multi-tasking-friendly format, audio-only ads can reach audiences in the car, at the gym, or while a listener’s is doing chores—moments when visual media simply can’t engage their attention. 

And two: With screen fatigue highly prevalent among tech users, audio-only ads offer a reprieve, with a less intrusive experience that fits naturally into any listening session. As audio ads are heard only through the ears, there’s a creative opportunity to leverage the “theater of the mind.” Create immersive storylines through sound to evoke emotions and leave a lasting impact. 

But don’t discount the moments when visual ads can be complementary to audio ads. You don’t always have to choose between them; combine the two ad types to reinforce messages at moments of interaction. 

Myth #8: It Isn’t Measurable

Truth: Digital audio is highly measurable, providing robust options for evaluating campaign effectiveness. 

We offer comprehensive measurement solutions that track campaign performance across the funnel, whether for streaming or podcasts. Metrics for digital audio ads provide valuable insights into their effectiveness at different stages of the funnel. Upper-funnel metrics, including brand lift and creative testing, determine how well the ad improves brand awareness and leaves a positive impression. 

Next, mid-funnel metrics, like attribution studies and location analytics, assess how the ad drives consumer consideration and interaction. Attribution studies connect ad exposure to consumer actions, from website visits to app downloads, while location analytics track foot traffic and physical engagement influenced by the ad. 

At the lower funnel, sales lift is often the key metric, measuring the direct impact of the ad on driving actual sales.

Myth #9: SiriusXM Media Only Appeals to Older Demographics 

Truth: SiriusXM Media attracts listeners of all generations.

With the rise of podcasts and streaming platforms, young audiences are consuming digital audio at high rates, making it an increasingly important channel for engagement. We actively connect with Gen Z (from Call Her Daddy to Rotten Mango fans) and millennials (Conan O’Brien Needs a Friend enthusiasts) by offering shows and content tailored to their interests and lifestyles. This targeted approach has made us a favorite among young demographics, as well as the #1 podcast network with women. 

Additionally, young listeners tune in to our streaming platforms during both everyday and major cultural moments. After the 2025 Grammys, we saw a huge boost in traffic for the night’s biggest winners; Kendrick Lamar’s Pandora artist station saw an increase of 1M spins and a +307% increase in station adds.

From start to finish, we provide young listeners the must-have content to add to their queues and offer brands advanced targeting solutions to best reach their ideal consumers. 

Get Started with SiriusXM Media 

It’s clear that these myths around digital audio advertising are just that—myths. The reality? Digital audio is a powerful, measurable, and accessible way to connect with an engaged audience, drive results, and enhance your entire media mix. 

Ready to discover how digital audio advertising fits into your advertising strategy? Let's talk.

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