The year in data: What 2024’s key stats mean for marketers in 2025
Illustration by Robyn Phelps / Getty / The Current
If you want to understand where advertising is heading, just zoom in on the data.
From the rousing rise of women’s sports to retail media’s sway, the trends that steered strategies (and budgets) over the past year are right there in the numbers. Here’s a look at the five most telling advertising data points of 2024, and what they mean for marketers in 2025.
1. Audio grows its captive audience
More than 75% of Americans aged 12 years and older now listen to digital audio content, according to SiriusXM’s 2024 audio report. That’s over 214 million people, with listenership climbing steadily every year.
Data debrief: Survey respondents 18 and older say podcasts are nine times more authentic and trustworthy than traditional TV. This finding was especially pronounced during the 2024 race for the White House, with some observers deeming it the “Podcast Election.”
President-elect Donald Trump spent three hours with Joe Rogan, who hosts the most-listened-to podcast in the U.S., with 14.5 million Spotify followers; while Vice President Kamala Harris sat down with Alex Cooper of SiriusXM’s Call Her Daddy, the No. 1 podcast among women.
Why it matters in 2025:With audio’s grip on audiences showing no signs of loosening, marketers are predicted to increase their presence in the space. The market is projected to drive an annual four-year growth rate of about 7%, reaching an estimated $9.2 billion in ad spend by 2029, according to Statista forecasts.
2. CMOs widen embrace of Generative AI
The promise of generative AI (GenAI) became a reality for business leaders in 2024. In fact, a BCG study found that 80% of CMOs surveyed worldwide agree that GenAI is already improving automation, speed and productivity.
Data debrief: Over 200 CMOs across seven countries participated in the April 2024 survey. Like 2023’s survey, BCG asked CMOs to choose words that best expressed their feelings about the technology. Their word choices — “optimism” (78% in 2024 versus 74% in 2023), “confidence” (75% versus 71%) and “curiosity” (65% versus 63%) — show a rise in positive perceptions. But some remain concerned (a cohort that also grew), with 18% of respondents rejecting the technology.
Why it matters in 2025: There are still challenges regarding GenAI’s effectiveness in personalization but CMOs express optimism in this area as they understand these solutions will take longer to develop and deploy at scale. Of those surveyed, 3 in 5 CMOs intend to invest at least $10 million annually in AI initiatives over the next three years.
3. Paris Olympics take gold in streaming
NBCUniversal (NBCU) won record viewership of the Summer Olympics with a huge assist from its Peacock-led streaming business. NBCU said 23.5 billion minutes of Paris Games coverage was streamed — up 40% above all prior Summer or Winter Games combined.
Data debrief: Peacock’s innovative new features, such as Peacock Discovery Multiview, Live Actions and the GenAI-powered “Your Daily Olympic Recap on Peacock,” enabled fans to customize viewing schedules and organize more than 5,000 hours of Olympics coverage in a way that best fit their interests or timetables. When it was all over, Peacock had livestreamed over 3,200 events.
Why it matters in 2025: Observers expect live sports streaming to continue to grow its share of the market. In the U.S., 114.1 million people are projected to watch sports via digital while 82 million will tune in via TV, forecasts Emarketer.
4. Marketers turn a cautious eye to retail media
An Association of National Advertisers survey found that 60% of marketers worked with at least one retail media network (RMN) in the past year, underscoring the value of first-party data’s ability to reach consumers. Yet key considerations such as standardization and measurement challenges continue to give marketers pause.
Data debrief: The study revealed a lack of standardization across platforms as respondents' No. 1 concern (55%), followed by sales attribution (48%) and timelines of data (40%). Despite the growing number of RMNs, the percentage of marketers expecting to add additional retail media platforms to their plans is declining, as just 35% said they would be using more RMNs in 2024, versus 58% in 2023.
Why it matters in 2025: Concerns aside, Emarketer projects that retail media spend could double over the next five years. Walgreens Advertising Group’s Caroline Liu, a leader in the space, points to innovation for growth: “If you think about AI and machine learning, it's really pushing the boundaries in how we think about personalization and performance.”
5. Women’s sports wows the crowds
Women sports saw unprecedented viewership, netting wins for fans, leagues, teams, brands and platforms. Consider this: The WNBA Draft audience spiked 511% overall and 668% with female viewers ages 2 to 17, while overall interest in the WNBA grew 29% between 2023 and 2024, according to Nielsen.
Data debrief: Elsewhere, 19 million viewers watched the final game of the Women’s NCAA tournament between Iowa and South Carolina — an 89% increase from the previous year, beating viewership for the men’s final for the first time ever.
The National Women’s Soccer League (NWSL) enjoyed a 17% rise in interest between 2023 and 2024. And interest in England’s Women’s Super League leaped 52% following England’s win of the 2022 EURO buoyed by a better broadcast deal.
Why it matters in 2025: According to new research from sports and entertainment agency Wasserman, the value of the WNBA and NWSL teams is predicted to grow by at least $1.6 billion over the next three years. And look for the growth theme to continue as the WNBA welcomes its first new franchise since 2008, when the Golden State Valkyries suit up next season.