Brand owners are set to reinforce their commitment to audio advertising with nearly all (96%) planning to maintain or increase spend on the channel over the next 12 months.
That is according to Sound Check Europe 2026, a new market report conducted by Bauer Media Audio in partnership with Elevate Consultancy.
The study is based on responses from more than 1,000 senior agency and advertiser decision-makers across nine markets, making it one of the most comprehensive snapshots of audio advertising attitudes in Europe and the UK.
Its findings point to a market shifting decisively toward audio. Some 86% of advertisers now consider it a core part of their media strategy, as budgets begin to move toward channels that deliver trust, attention and measurable impact.
Crucially, this shift signals the market starting to close the gap between extensive evidence of audio’s effectiveness and current levels of investment.
In the UK, the study shows that the market has already moved past questioning whether audio works, with 91% of respondents saying it is important to their strategy.
However, growth is uneven: 59% of agencies expect their investment in audio to increase, compared with 47% of brands. This suggests that the UK no longer needs convincing about audio’s effectiveness, it now needs to focus on activation.
The study highlights how audio is moving from a supporting role to a central pillar of modern media planning.
Advertisers in Europe view digital audio as a brand-safe (70%), high-quality environment that combines broadcast-scale reach (66%) with digital targeting and flexibility. In the UK, 81% say broadcast delivers scale while digital adds perception and that the two play complementary roles (79%).
Some 82% of advertisers in Europe say podcasts reach highly engaged audiences, with 47% planning to increase podcast investment. In the UK, 79% of advertisers are aware of podcast formats, yet only 49% consider podcasting important, signalling significant untapped opportunity.
Across Europe, only 13% of advertisers confidently use audio attribution tools (dropping to 10% in the UK), yet 73% in Europe and 68% in the UK say they would invest more if stronger evidence of effectiveness were available.
Advertisers are also embracing AI in audio for its speed, scalability and efficiency, but concerns around brand risk, trust and the impact on human creativity remain significant, with 38% citing trust as the biggest barrier.
The findings are supported by a strong body of international evidence demonstrating audio’s effectiveness and scale. Across Europe, audio accounts for around a fifth of total media consumption but attracts only about 5% share of ad investment, while consistently delivering above-average ROI and acting as a multiplier for wider campaign performance.
In the UK, advertisers are already recognising audio’s importance, the priority now is translating confidence into greater investment and more sophisticated use of the channel. The gap between strong audience engagement and relatively low spend signals a clear opportunity – particularly in areas like digital audio and podcasting, where capabilities are still underutilised.
Taken together, the findings suggest audio is becoming an increasingly powerful force in a fragmented media landscape, offering advertisers a rare combination of scale, trust, attention and proven commercial impact, with clear headroom for further growth.
Bauer Media Advertising (UK) managing director Simon Kilby said: “In the UK, we’re seeing growing demand for channels that deliver both scale and accountability – and audio has proven it can do both. In a media landscape where advertisers need digital first solutions and trusted, brand-safe environments, audio is increasingly standing out.”
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