State of Audio
11 Moments
that Matter
Dive in deep with today’s audiophiles to uncover how listeners listen, when they’re most open to brand messaging, and what advertisers can do to improve ad effectiveness.

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ritual

/’riCH(oo)əl/ (noun)

Rituals are human generated frequency. An act or series of acts regularly repeated in a set or precise manner.

Audio Rituals

What’s a ritual?

A large part of our routines involve daily rituals. And as we carve out moments to brew our cup of coffee just right, go for the early morning run, or tuck the kiddos into bed, we notice that there’s only one medium that joins us, no matter the ritual - Audio.

But just how much of a role does Audio play in our daily rituals?

More than you’d expect.

74%

of listeners consume Audio during their daily rituals
of listeners consume Audio during their daily rituals

40%

of listeners plan their day and activities around Audio content
of listeners plan their day and activities around Audio content

#of AUDIO RITUALS THROUGHOUT THE DAY

Audio takes the spotlight during more daily rituals than any other medium.

"I plan my activities around Audio content. I draw and paint to it… I walk and exercise to it, too. Music and podcasts have helped me stick to my walking goals, as the time flies faster when I have something to listen to and think about."
"I plan my activities around Audio content. I draw and paint to it… I walk and exercise to it, too. Music and podcasts have helped me stick to my walking goals, as the time flies faster when I have something to listen to and think about."
LUKA B., 30, LISTENER - MINNEAPOLIS, MN
“Audio makes me feel better than sitting down on the couch and watching TV.”
“Audio makes me feel better than sitting down on the couch and watching TV.”
YELENA G., 33, LISTENER - DEERFIELD, IL

11 Moments That Matter

When are listeners most engaged with their Audio?

For marketers and brands, these hard-at-work moments are new opportunities to unlock hyper-engaged listener connections. Our hands may be busy during the morning commute or dog walk, but our ears and minds are open, attentive - and most receptive to brand messaging.

If I`m on a walk, I have a smile on my face because I`m always listening to something that amuses me.”
If I`m on a walk, I have a smile on my face because I`m always listening to something that amuses me.”
ALLISON F., 36, LISTENER - FALLS CHURCH, VA

Let’s take a look at these moments that matter most.

ME-TIME

Chilling, relaxing, or even grabbing your soy chai latte. These are personal moments we take to brighten our minds and our moods.

Tip For Advertisers:

We`re most leaned-in during these chill moments. This is the best time for brands to introduce meaningful, action-driven content that adds value to the moment. Personalized ads and authentic messaging will resonate without killing the vibe.

COMMUTING

Ah, the in-car oasis. The hectic subway. The brisk walk. Music, pods, news, and sports turn our commute into the personal entertainment zone we crave.

Tip For Advertisers:

Drive-time listeners build deep connections with hosts, so take advantage with live reads and host endorsements.

EXERCISING

Of course, we put in our earbuds before we go for a run. We are all ears to keep us motivated and moving.

Tip For Advertisers:

During workout time, fitness fans are looking for brands to keep the tempo high to energize and motivate. Don`t slow them down with soft sounds.

PRE-GAMING

LeBron, Serena, and Neymar wear headphones as they arrive at the arena and warm up, and the rest of us follow their lead. We listen while we get ready to play sports, head out to the big game, or hit the courts with our pre-game rituals.

Tip For Advertisers:

These listeners are hyper-focused. Make deep connections with a memorable sound and strong sonic branding for lasting impact.

SNACK TIME

For adults and kids alike - snack time is happy time. It`s more than a chance to grab a bite: It’s also a chance to catch up on whatever’s happening in the world, or to enjoy an Audio break with our favorite programs or podcasts.

Tip For Advertisers:

These breaks are treasured times - keep them that way with lighthearted ads that let your mind escape. Snack time listeners especially love to catch up with podcasts during these nosh breaks.

WALKING

The morning power walk is a real ritual for many of us. For others, it’s the evening stroll, or the twice-daily dog walk. Whether you’re a casual stroller or a fast-paced step-tracker, you’ve certainly got Audio by your side as your favorite walking buddy.

Tip For Advertisers:

During walks listeners are a captivated audience. And they expect brands to add to the experience with entertaining ads that benefit them directly.

TUNING IN BEFORE THE BIG GAME

Whether we’re at the tailgate or a neighborhood watch party, sports fans are tuning in ahead of the game.

Tip For Advertisers:

Sports listeners are the definition of loyal listeners. This is the moment to speak to them like the dear old friends they are.

KIDDIE CARPOOL

The chauffeuring never ends. School pickups, play dates, swimming practice, sleepovers and all the rest. That’s a lot of car time, and Audio entertains us as we run all over town.

Tip For Advertisers:

Audio is front and center any time we’re in the car. This is the time to deliver messaging heavy on the direct benefits. Tell parents how you`ll make their lives easier.

PUTTING THE KIDS TO BED

Ahh.. every parent`s favorite time of day...Bedtime. While settling in our little ones for the night, we`re tuning in to their favorite music to help us get ready to wind down.

Tip For Advertisers:

Parents are hands-full but ears-open, which means less ad skipping. This is your chance to dial up the frequency and switch up your ad creative to make your message stick.

DRINKING COFFEE

There’s just something about that first cup of coffee that not only opens our eyes, but also our ears. That’s why many of us take our coffee with cream, sugar, and Audio. As we brew, sip and savor our morning joe, we’re also drinking in our favorite podcasts.

Tip For Advertisers:

In between sips is a great time to share compelling stories. Listeners have a moment to take in the aroma and your brand message. Here’s your chance to test out new content.

The big reveal: Audio’s stolen moments are the 12th ritual

What do we do when our daily rituals don’t give us enough time for our Audio cravings? Like when your dog walks too fast for your 60-minute podcast? Or the order-out queue is only 3 people? The answer - we steal moments to satisfy our Audio appetite.

How have you made bonus time to spend with your Audio content?

60%

of listeners have found a way to grab a few more minutes with their favorite radio station or podcast
of listeners have found a way to grab a few more minutes with their favorite radio station or podcast

Driveway Divas

Women are 12% more likely

to sit in the car after arriving at their destination to continue listening

Imposters

Men are 33% more likely

to pretend they’re working while listening.

Target Run-ers

Gen Z were 48% more likely

to take more time shopping as they listen.

Bathroom Bandits

Millennials are 34% more likely

to stay in the bathroom longer to listen.

Playdate Players

Men are 80% more likely

to send their children on playdates to find time to listen to their favorite Audio.

Who's Listening?

Ritual personas

Traditional demos and cohorts don’t paint the full portrait of the modern Audio listener. To reach deeper, think ritual personas. Think who + habit.

Six ritual personas stand out for their consistently strong listening habits. These groups are tuning in more, and staying more engaged than any others. So who are they? Let’s find out.

GROWTH SEEKERS

These listeners turn to Audio—especially podcasts—for personal and professional improvement.

Their key rituals are:

Having me-time Getting ready Meditating Exercising indoors Online shopping

PARENTS

Who else has more practice listening? Parents are pulled in a thousand directions, but they enjoy Audio-friendly moments every day.

Their key rituals are:

Having snack or lunch During work Exercising indoors Putting kids to bed Commuting

GEN Z

These Zoomers are sliding into the driver’s seat, culturally and economically. They turn ‘typical’ lifestyles and workstyles on their heads with their day-long listening habits.

Their key rituals are:

Using my phone At the gym Waking up

TECH WIZARDS

These tech early adopters are plugged in to Audio all day long - taking their favorite shows with them on the latest smart speakers, phones, and in-car dashboards.

Their key rituals are:

Commuting Putting my child to bed Having me-time

FITNESS BUFFS

You see them at the gym, on the track, and even on the beach. Audio and exercise are a perfect fit.

Their key rituals are:

Having me-time Commuting Putting my child to bed Hitting the gym

FOODIES

Between Michelin star restaurants, gourmet cooking at home, and the city’s best slice, foodies are cooking up a delicious mix of music, podcasts and news.

Their key rituals are:

Cooking Having me-time Putting my child to bed

How rituals unfold:
A day in the life of a podcast listener

As listeners, we’re very promiscuous. We play the field by platform hopping, station hopping, genre hopping, podcast hopping. We’re not afraid to switch it up as we take Audio with us everywhere we go throughout the day. Check out the typical day for a devoted podcast listener.
Surprise: it’s not all podcasts.

Early Morning
Cooking Breakfast, Drinking Coffee

News, Rap
Workout Time
Running, Walking, At Gym, Walking the Dog

R&B, Top 40, Tech podcasts
Commute Time
Driving to Work

R&B, Tech podcasts
Self/Home Time
Bath, Dying Hair, Home Improvement, Laundry, Traveling

Classic Rock, Alt, Business or Finance podcasts
Mid Morning At-Home
Yard Work, Cleaning, Baby Napping, Work From Home

R&B, Tech or Parenting (Kids & Family) podcasts
Afternoon
Cooking Lunch/ Dinner, Picking Kids From School

Sports and Comedy podcasts, Classic Hits
Evening
Working Out, Walking The Dogs, Spending Time With Spouse

Hip hop, Classic Rock, Alternative
Night/ Winding
Down Dishes, Going to Bed, Skin Care

True Crime podcasts

Opportunities For Brands

What does this mean for you?

All these ritual insights probably left us asking about the how — as in, how to use these moments to reach your audience? We’ve got you. Here’s how you sync your advertising and media plans to those magical Audio moments when a listener’s ears, mind, and heart are wide open to your message.

Match your message to the audience, ritual, and content.

It’s not just who you reach but when you reach them. Content in context matters. Savvy marketers are taking audience targeting to the next level with contextual advertising.

Ask the Expert:
A chat about in-context advertising with Kara Manatt, VP, Intelligence Solutions at Magna Global

What role does context play in Audio messaging, and how does context improve ad effectiveness?
We’ve done a lot of testing on context across different platforms, and it plays a critical role in the effectiveness of ads. It’s been fascinating to see the same exact ad performing very differently based on context. Out of context, good ads work. But, in context, the performance of the same exact ad is amplified.
What benefits are realized when ad messages are played in context?
I consistently see two important benefits. First, just by appearing in context, there’s natural targeting built in. Second, the brand message is being received when people are in the right mindset to hear it. In a recent study, we modeled the impact of those two benefits. While they both play a role in ad effectiveness, reaching people when they are in the right mindset is the strongest driver of ad effectiveness.

Are there best practices when it comes to contextual (or context) advertising and targeting for brands?
I think contextual (or context) is very unique to each brand. But, I have seen the benefits of brands getting creative and thinking about contextual in a variety of ways. Not only does it help extend the reach of campaigns, but it’s a great way to test and learn.

It’s not just who you reach, but when you reach them.

Brands must go beyond age, gender and socio-economics when targeting. By thinking through a cohort's daily rituals, advertisers can identify the right moments to target with more precision and relevance.

Getting your messages past the clutter can be a big challenge for brands. That’s where great creative comes in.

Grab attention with sonic stimuli. Think steak sizzling on a grill, chirping birds, or the crack of a bat. And don’t forget the signature! Creating a branded sound is a solid investment.

Mention your brand early and often. Reinforce your brand and build recall.

Tout savings and benefits. Who doesn’t love a good deal or the solution to a problem? People listen closely when you answer their biggest question: "What’s in it for me?"

Finish strong! Seal the deal with a clear call to action, like visiting a website, or stopping at a nearby location.

Partner with deeply loved hosts to establish authentic connections, earn trust and draft off their equity.

Let creators take the lead. Listeners are most receptive when there’s natural synergy with a brand and host.

"I am guilty of buying things that are advertised on my podcasts… You feel like you have this connection with the hosts of the podcast. Like `oh, we`re so like-minded. Maybe that would work for me too.`"
"I am guilty of buying things that are advertised on my podcasts… You feel like you have this connection with the hosts of the podcast. Like `oh, we`re so like-minded. Maybe that would work for me too.`"
JESSICA H., 44, LISTENER - GRAND ISLE, VT

Audacy Rituals Survey and Mobile Ethnographies, conducted by Alter Agents, July 2022 Survey Base: Total respondents (n=1003) | Mobile Ethnographies (n=48, five days) | In-depth interviews (n=15).
Audacy Stolen Moments Survey, conducted online as a follow up to Audio Rituals. n=500, P18+, August 2022

Top  |   Audio Rituals  |   The 11 Moments that Matter  |   Who's Listening  |   Opportunities for Brands
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State of Audio

11 Moments that Matter

Activate daily rituals to drive engagement

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