CTV vs. Digital Audio: Where Should You Invest Your Ad Dollars?

Marketing dollars should work hard, not disappear into the noise. With audiences changing how they consume media, businesses need to be smart about where they place their ads. Traditional radio has long been a go-to for reaching listeners, but with the rise of digital audio platforms like Spotify and Pandora—along with the growing power of CTV—advertisers have more options than ever. The question is: which channel delivers the best results?

In this article, we’ll compare CTV, AM/FM radio, and digital audio to see which delivers better engagement, targeting, and return on ad spend (ROAS). Stay with us, and by the end, you’ll know exactly which option is the best fit for your next ad campaign!

The Battle for Attention

We live in a multi-screen world, where 79% of young adults use multiple devices while watching TV (Microsoft). Advertisers no longer have the luxury of capturing their audience’s full attention through just one channel.

Radio still holds a strong presence, particularly in local markets and in-car listenership, but audio alone doesn’t offer the same level of audience engagement, targeting, and tracking that CTV does.

What’s Changing?

• The average attention span has dropped from 12 seconds to just 8 seconds—shorter than a goldfish’s (Microsoft).

• Audio consumption is shifting to digital platforms like Spotify, Pandora, and podcasts, creating a fragmented listenership.

• Consumers now expect personalized, interactive advertising experiences that audio alone can’t always provide.

This is why brands are turning to CTV—not to replace audio, but to amplify their overall marketing strategies.

Where Are Audiences Spending Time?

While radio and digital audio continue to evolve, CTV is rapidly gaining traction as a dominant force in the advertising landscape. Unlike traditional TV, which relies on scheduled programming and broad demographic targeting, CTV offers a more flexible and data-driven approach. Viewers are shifting away from linear television, opting instead for on-demand content available through streaming platforms like Hulu, Roku, and Amazon Fire TV.

CTV vs. Traditional TV

• Cord-cutting is accelerating – More households are ditching cable in favor of streaming services, giving advertisers greater access to engaged audiences.

• Targeted advertising – CTV allows for precise audience segmentation based on viewing behavior, location, and interests, something traditional TV struggles to achieve.

• Higher engagement levels – Unlike traditional TV ads that can be skipped or ignored, many CTV platforms have unskippable ad formats that ensure full viewer exposure.

• Measurable performance – Traditional TV relies on estimated viewership metrics, whereas CTV provides real-time performance data, allowing for optimization and better ROI.

As more consumers shift to streaming, CTV presents a huge opportunity for advertisers to reach engaged, highly targeted audiences without the inefficiencies of traditional TV.

Despite the rise of streaming services, AM/FM radio remains a powerful force in audio consumption. According to Edison Research, AM/FM radio still accounts for 36% of total audio listening time in the U.S. This is a significant share, particularly among older demographics and commuters who rely on in-car listening. However, the gap between traditional and digital audio is closing fast.

Digital Audio Is Catching Up

• Streaming music now holds 20% of total listening time.

• YouTube captures 14% of the total, with many users listening to music or background content.

• Podcasts account for 11% of daily listening, appealing to younger and more engaged audiences.

What This Means for Advertisers

1. Traditional radio still works for broad, regional reach, but its impact is fading with younger audiences.

2. Digital audio offers precise targeting but is fragmented across multiple platforms.

3. CTV fills the gaps, providing a premium video experience with high engagement, audience tracking, and measurable performance.

CTV vs. Digital Audio vs. AM/FM Radio: A Quick Comparison

To help you decide where to invest, here’s a side-by-side comparison of CTV, digital audio, and radio advertising:

Why CTV Campaigns Perform Better with Audio Advertising

A recent study by SiriusXM and Nielsen found that using both CTV and digital audio in a campaign yields greater results:

• Retail brands saw a 12% increase in aided recall and 14% increase in message association when consumers were exposed to both CTV and digital audio ads.

• Streaming audio drove a 13% increase in unaided recall over CTV for the retail brand and a 6% increase over CTV for the CPG brand.

Audio is not only more cost-efficient than CTV, but it’s also easier to activate with turnkey creative and consolidated audio marketplaces—and it increases reach, which improves bottom-line results.

The Best Approach? A Multi-Platform Strategy

The smartest strategy isn’t choosing between CTV, digital audio, or radio—it’s integrating all three for maximum impact.

• CTV ensures high engagement with video storytelling.

• Digital audio delivers targeted, cost-efficient, and measurable results.

• Radio provides broad awareness and local targeting.

By combining these channels, advertisers can create a seamless brand experience that captures attention, strengthens brand awareness, and improves overall campaign performance.

With Skybeam’s self-service TV advertising platform, launching high-impact, measurable TV campaigns has never been easier. Say goodbye to complex ad-buying and big-budget barriers—Skybeam makes TV advertising simple, effective, and accessible.

Ready to explore the power of CTV for yourself? Get started with Skybeam today and put your brand on premium TV screens!