A new pan-European study from Bauer Media suggests advertiser confidence in audio is strengthening, with 96% of respondents saying they plan to maintain or increase spending on the medium. The company said the findings indicate that audio is moving closer to the center of mainstream media planning across both Europe and the United Kingdom.
Bauer Media Audio conducted the research, titled “Sound Check Europe 2026,” in partnership with Elevate Consultancy and drew on responses from more than 1,000 senior agency and advertiser decision-makers across nine markets. Bauer said 86% of those surveyed now regard audio as a core part of media strategy, reflecting what it described as a broader shift toward channels that deliver trust, attention and measurable outcomes.
Among the report’s key findings, Bauer said digital audio is increasingly being viewed as a brand-safe environment that combines the scale of broadcast with the targeting flexibility of digital delivery. Podcasting also continued to show growth potential, with 82% of European advertisers saying podcasts reach highly engaged audiences and nearly half planning to increase investment in the format.
The study also pointed to a continuing gap between confidence in audio and the tools used to measure its effectiveness. Bauer reported that only 13% of advertisers across Europe — and 10% in the U.K. — said they use audio attribution tools confidently. In contrast, more than two-thirds said stronger proof of effectiveness would encourage higher spending.
In a media landscape where advertisers need digital-first solutions and trusted, brand-safe environments, audio is increasingly standing out
Simon Kilby, managing director of Bauer Media Advertising U.K
Artificial intelligence emerged as another area of interest, though not without reservations. Bauer said advertisers are increasingly exploring AI in audio workflows for speed and scalability, but 38% identified trust and brand risk as the biggest barrier to broader adoption.
Simon Kilby, managing director of Bauer Media Advertising U.K., said, “In the U.K., 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 of audio at Bauer Media, added, “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.”
Bauer said the findings point to significant headroom for growth in digital audio and podcasting, where advertiser confidence appears to be outpacing current investment levels.
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