""Digital audio has been growing for us in terms of client interest over the past few years and we expect investment in the channel to reach unprecedented levels over the World Cup period," said Jamie Ross-Skinner, strategy and insights director at performance media agency Roast."
""We know that the World Cup is going to be a huge driver of content consumption across our ecosystem," said Per Sandell, co-lead, global head of advertising at Spotify."
""Sport brings out emotion in people, and advertisers like to be alongside that," he said, referring to the sold-out ad slots at TalkSPORT during the World Cup."
""Major tournaments typically provide a commercial 'upturn' for the network," said David Wilcox, commercial director of news broadcasting at News UK, regarding TalkSPORT's audience growth."
Marketers targeting soccer fans during the World Cup must choose between the high reach of premium TV and alternative digital audio options like podcasts. Digital audio is gaining traction, with expectations of unprecedented investment during the tournament. Advertisers are projected to spend over $10.5 billion during the World Cup, reversing a decline from the previous tournament. While audio's share of global advertising is decreasing, the World Cup is anticipated to boost content consumption and advertising revenue, particularly for sports radio stations like TalkSPORT, which has sold out ad slots.
Read at Digiday
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