{"id":1908,"date":"2021-11-10T03:30:21","date_gmt":"2021-11-10T08:30:21","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/11\/10\/now-playing-superpowered-audio\/"},"modified":"2021-11-10T03:30:21","modified_gmt":"2021-11-10T08:30:21","slug":"now-playing-superpowered-audio","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/now-playing-superpowered-audio\/1908\/","title":{"rendered":"Now Playing: Superpowered Audio"},"content":{"rendered":"<h2 class=\"wp-block-heading\"><em>For listeners, content creators, and advertisers alike, audio is the reigning hero<\/em><\/h2>\n<p class=\"wp-block-paragraph\"><em>By Paul Suchman, Chief Marketing Officer, Audacy<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">You don\u2019t have to live in Metropolis or Gotham City to know that it\u2019s a media jungle out there. Your favorite bingeable streaming shows. That enticing new web series. Trendy TikTok videos. The onslaught seems inescapable and ever-looming.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And yet, rescue is just a click away, and the hero of the story is audio. People have been tuning into audio for more than 100 years \u2013 well, more than 3,000 when you add in oral storytelling. Music. News. Sports. Podcasts. Conversations. Connections. The things that matter to them. Whenever they want it, wherever they are. It\u2019s all there for the listening. Audio is a trusted, versatile media hero that brings its superpowers to consumers, content creators, and advertisers every hour of every day.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Listeners Tap into Their Personal Primetime<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Amidst the daily grind and with professional and personals lives more blended than ever before, audio offers listeners an escape into what we fondly call their own Personal Primetime. \u00a0Those moments when they can catch up on their favorite media in their favorite channel.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Indeed, audio remains the top reach medium in the United States, with 230 million people listening weekly. Traditional radio alone reaches 92% of adults every week, and that\u2019s only the beginning. In addition to streaming, time-shifted, and interactive radio, podcasts have created an entirely new channel for connections \u2013 and growth.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And what\u2019s the secret to this amazing superpower? Actually, there are two: immediacy and trust. Whether it\u2019s breaking news, a community chat, or that show that you just can\u2019t miss, audio is still the fastest, most direct, and most powerful way to access content. And the voices coming over the airwaves into listeners\u2019 homes, cars, pockets, and lives are people and brands they love and trust. There\u2019s simply no other medium that delivers this combination of attributes so consistently and at scale. None.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Advertisers Leverage a Sound Strategy <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Throughout the COVID-19 experience, listeners have relied on audio for updates; nearly two-thirds cite their local radio station as their preferred source of reliable information about the pandemic \u2013 more than any other medium.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With this latest proof of where consumers are listening, advertisers are switching from TV and social media to embrace the modern superpowers of audio. Listeners can catch news podcasts from The New York Times, and political and cultural reporting and commentary in audio format from The New Yorker. Here at Audacy, we\u2019re thrilled that listeners are embracing our innovative programing, from C13Feature\u2019s successful launch of the podcast movie for your ears, Treat, to Rotten Mango, the newest show in our Ramble Network\u2019s influencer category, which breaks down spooky true crime stories with a unique and \u201csweet\u201d comedic spin.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Podcasters Create Content &ndash; and Connections<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Perhaps the true superheroes of audio, podcasters are the mild-mannered (and sometimes not so mild-mannered) reporters on anything you\u2019d want to listen to: music, sports, entertainment, news, business, whatever.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Rather than investing significant time and effort to shoot a video or code social media content, podcasters can bring compelling messages to their intensely loyal audio fans almost immediately.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And when listeners regularly spend time with these trusted voices, they get to know what makes their favorite podcast hosts tick \u2013 and they tick the box for deep and lasting connections. For 83% of Gen Z podcast listeners, podcasters feel like friends. It\u2019s no surprise, then, that podcasters are among today\u2019s most influential voices.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So if you\u2019ve been holding out for a hero to reach a mass, highly engaged audience at scale, your wait is over. Audio is the superpower at the heart of sound, enabling today\u2019s most powerful influencers and beloved brands to deliver compelling content and build deep, meaningful connections with the listeners who continue to make radio, podcasts, and other audio outlets their preferred, sound choice.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Audio enables today\u2019s most powerful influencers and beloved brands to deliver compelling content and build deep, meaningful connections with listeners.<\/p>\n","protected":false},"author":7,"featured_media":1909,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-1908","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with 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