Bauer Media Audio has released a study into attitudes towards audio advertising across Europe, which shows budgets are increasing, with an opportunity for podcasts in the UK.
The Sound Check Europe 2026 study shows 47% of advertisers intend to increase podcast investment, as 82% say podcasts reach highly engaged audiences.
In the UK, awareness of podcast formats is high at 79%, but only 49% see podcasting as important to their strategy, pointing to further growth potential.
Overall, the research found 96% of advertisers across Europe plan to maintain or increase spend on audio, with 86% now considering it a core part of their media plans.
The study, conducted by Bauer Media Audio with Elevate Consultancy, surveyed more than 1,000 senior decision-makers across nine markets.
In the UK, confidence in audio is already established, with 91% of respondents saying it plays an important role in their strategy. However, the report highlights a gap between agencies and brands, with 59% of agencies expecting to increase spend compared with 47% of brands.
The findings suggest audio is moving into a more central position within media planning. Advertisers view digital audio as a brand-safe and flexible environment, combining scale with targeting.
In the UK, 81% say broadcast delivers reach while digital builds perception, with 79% recognising the complementary roles of both.
Despite strong confidence, measurement remains a barrier to further growth. Only 13% of advertisers in Europe, and 10% in the UK, currently use audio attribution tools.
However, 73% across Europe and 68% in the UK say stronger evidence of effectiveness would lead to increased investment.
The study also highlights growing use of artificial intelligence in audio, driven by efficiency and scalability. At the same time, 38% of advertisers cite trust as a key concern, particularly around brand safety and creative impact.
Across Europe, audio accounts for around a fifth of media consumption but attracts only about 5% of ad spend, indicating room for expansion.
The report concludes that advertisers are shifting focus from testing audio to scaling it, with podcasting and digital formats seen as areas of untapped opportunity.
Simon Kilby, MD, Bauer Media Advertising (UK), says: “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.”
Simon Myciunka, President Audio, Bauer Media, comments: “Advertisers are no longer testing audio, they’re scaling it.
“When nearly half of the market is either increasing or maintaining audio spend, that signals a fundamental shift. But the bigger story is the opportunity. Audiences are already there, effectiveness is proven, and now is the time for investment to grow.
“The direction of travel is clear. Advertisers aren’t asking whether audio works anymore – they’re deciding how fast to scale it. Those that do will see the advantage first.
“For us at Bauer Media Audio, this is about turning that momentum into something actionable. We are working with customers on strategic partnerships that bring clearer impact, stronger cross-channel planning, better data integration, and measurable outcomes for advertisers across all our markets.”
