Consumers spend 1/3 of their media time with audio but Marketers invest just 9% of their media budgets into audio advertising. With this first indication of bias dividing Marketers from their Consumers, we set out to understand whether Marketers truly know the people we’re trying to reach.

In partnership with Malcolm Gladwell, iHeartMedia contracted Morning Consult and Advertiser Perceptions to ask the same questions of both groups. Comparing the responses, we realized Marketers are missing the mark in a big way.