Audio’s Role in Boosting Movies and Streaming
In a world where media budgets are dominated by visual advertising, a powerful opportunity is quietly gaining momentum. A new series of studies reveals that audio, through streaming music, podcasts, and AM/FM radio, may be the secret weapon to amplify theatrical releases and boost streaming video subscriptions.
At AdTonos, we’ve long championed the power of audio to engage audiences in immersive, personal ways. Now, data backs that belief with compelling evidence that audio isn’t just a complementary channel—it’s a core growth driver for the entertainment industry.
A Multi-Faceted Study Reveals Audio’s Potential
A comprehensive suite of studies, including research from Focaldata, Maru, Veritonic, Nielsen Media Impact, and Edison Research’s “Share of Ear,” examined how audio formats impact film and streaming success. The results? Eye-opening. Here are the key takeaways:
Audio Creative That Resonates
Audio ads are often undervalued because of the persistent myth that visual media require visual ads. But research shows the opposite:
- Less is more: Slower narration and less aggressive messaging outperform fast-paced, high-energy clips.
- Let the story lead: Ads that feature plot summaries and actor names outperform noisy, hard-to-follow movie snippets.
- Sound design matters: Background music and effects should support, not distract from, the narrative.
Put: Audio ads thrive on clarity, storytelling, and emotional resonance.
Who’s Watching?
According to Maru and Edison Research:
- Audio audiences are likelier to see movies on opening weekend and stream new content as soon as it drops.
- Compared to linear TV viewers, audio listeners show greater awareness of new titles and more substantial interest in upcoming films and platforms.
- TV may still command the lion’s share of budgets, but doesn’t deliver the impact marketers expect.
A Smarter Media Mix: The Case for Reallocation
Nielsen’s Media Impact study offers a compelling strategy: reallocate just 20% of a theatrical or streaming campaign’s TV budget to AM/FM radio, and campaign reach doubles, with zero increase in spend. That’s not just optimisation. That’s transformation.
Audio: The Medium for Modern Entertainment Marketing
In a media landscape saturated with visual clutter, audio stands out. It’s intimate. It’s flexible. It reaches people where TV can’t—on the go, in the car, at the gym, or while working. And perhaps most importantly, it drives action.
For entertainment brands looking to stay relevant and break through the noise, audio offers an untapped frontier to:
- Build anticipation before a premiere
- Deepen audience engagement with storytelling
- Drive ticket sales and subscriptions more efficiently
At AdTonos, we provide dynamic, data-driven tools that help studios and streamers connect with these highly engaged listeners through programmatic, interactive, and shoppable audio formats.
The Future of Entertainment Advertising Is Heard, Not Just Seen
With the rise of audio-first experiences and more innovative media planning, the future of entertainment marketing is already shifting. If you’re looking to boost awareness, drive conversions, and engage audiences meaningfully, it’s time to increase the volume of your audio strategy.
Sources: Based on insights from the Westwood One Audio Active Group®
