CTV + Audio: 2025’s Power Couple

As Valentine’s Day approaches, all eyes will be on the latest celebrity pairings: Taylor Swift and Travis Kelce, Selena Gomez and Benny Blanco, Tom Holland and Zendaya. Each of them shines in their own realm—whether it’s music, sports, movies, TV, social media, or fashion—but together, they create a synergy that’s nothing short of extraordinary.

The same dynamic applies to the hottest power couple in advertising: CTV and audio. Each channel is a force to be reckoned with on its own, but when combined, they work in perfect harmony, delivering the kind of magic that takes campaigns to the next level.  

Fandoms Unite

When unexpected duos come together, they seamlessly bridge worlds and captivate audiences from entirely different spheres. In the same way, CTV and audio unite distinct audiences, creating a powerful and engaging combination. 

SiriusXM Media’s latest report, Just Add Audio, showcases the undeniable power of this pairing. By combining Connected TV and Over-The-Top media with digital audio, brands can significantly amplify their reach—adding 41 points to Roku, 49 points to Samsung TV Plus, and 14 to 50 points across OTT platforms.¹  

Continuous Engagement

Whether at a game, a movie, or a concert, bridging different environments ensures continuous engagement and the ability to connect with consumers in meaningful ways. CTV and audio create a powerful synergy by engaging audiences at different times of the day, aligning perfectly with content consumption habits. 

According to a SiriusXM Media study, audio listening peaks between 8:00 a.m. and 5:00 p.m., capturing consumers while they’re shopping, dining, and running errands. In contrast, CTV viewership surges between 8:00 p.m. and 11:00 p.m.,² when audiences are settling in for premium entertainment. By leveraging both, brands can maximize reach and engagement across every part of the consumer journey.

Powerful Results

The best partnerships don’t just complement each other—they amplify success. The same is true for CTV and audio. When combined, they drive greater efficiency, engagement, and impact than either channel alone.

The results speak volumes: Retail brands saw aided recall jump by +12 points, while CPG brands experienced a +9-point lift. Message association also surged, increasing +14 points for retail and +6 points for CPG—clear proof that pairing these formats drives stronger brand connections.³

One standout example comes from an insurance company that ran an integrated campaign across CTV and digital audio using Yahoo DSP and Path-to-Conversion reporting. While CTV excelled in reach and brand awareness, and digital audio drove conversions, the real magic happened when they worked together. Despite accounting for a smaller percentage of the reach, CTV and audio together achieved a 2.5x higher efficiency rate than CTV alone.⁴

Maximizing the Full Funnel

Integrating CTV and audio into a single, cohesive strategy ensures brands stay top-of-mind at every stage of the consumer journey. Whether driving awareness, extending reach, improving recall, or boosting conversions, this power duo delivers unmatched results—helping brands engage, influence, and convert audiences wherever they are.

In 2025, it’s not just about CTV or audio—it’s about how CTV + audio together can redefine your brand’s success.  

Sources

¹SiriusXM Media, Just Add Audio Report, 2024
²SiriusXM Media, The Mobility of Audio Report, 2024
³SiriusXM Media, Nielsen, CTV & Digital Audio Effectiveness Study, Q3 2023.
⁴Yahoo DSP, internal customer campaign data, 2024