How Pet Care Brands Can Win with Audio Advertising

Man’s best friend doesn’t seem as accurate a descriptor as it once was. These days, you probably let your pet get away with way more than you would your best friend. People are crazy about their pets, and we have the data to prove it.

Seventy-three percent of US adults own a pet, and 91% of them consider that pet to be family. 1 That's not casual. It's deeply ingrained and emotional. For CPG marketing and pet care brands, it presents a massive opportunity to show up in the moments when pet parents are already listening.

Pet parents are more devoted than ever

The US pet industry hit $157B in 2025. 2 That kind of spend doesn't come from casual ownership. It comes from companionship, and from people who view their pets as not just companions but full-fledged members of the household. 

Nearly 85% of pet owners say spending time with their pet makes them feel less lonely, and 83% say caring for their pet gives them a sense of purpose. This emotional bond translates directly into spending behavior in US adults: 1

• 42% spend over $100 per month on pet-related products and services

• 85% regularly purchase food or treats

For brands, this creates a powerful combination: High-frequency purchase cycles, strong loyalty potential, and an audience that welcomes messages about products that help them care for their furry family members.

Audio is already part of the pet-parent routine

Here's where it gets interesting for CPG marketing: 90% of pet owners listen to audio while with their pets. Whether it's music (77%), podcasts (52%), or talk radio (one in four), audio has become a natural soundtrack to pet-parent life. 1 Morning walks with the news. Couch cuddles with a true crime podcast. Lazy Sunday afternoons with a chill playlist and a dog sleeping at your feet.

When brands show up during these moments, their messages feel welcome rather than intrusive.

And no one reaches this audience at scale quite like us: 60% of SiriusXM Media listeners own a pet, representing 58.8M listeners. And these aren't casual pet owners—SiriusXM Streaming Network listeners are 22% more likely to be super influential pet consumers, while SiriusXM Podcast Network listeners are 21% more likely to have spent $400-499 on pet food in the last year. 3

What pet parents want from brands

Streaming audio listeners, on the whole, are more receptive and open to hearing ads, but pet owners are more than just open to the idea. Because they want what’s best for their pet, they're actively interested. According to SiriusXM Media research, 53% of pet owners are interested in hearing about pet products and brands on podcasts and other audio platforms. 1

But what resonates? The data points to three key strategies:

• Teach them. Nearly 80% of pet owners appreciate brands that share educational information about pet health and care. Quick tips, helpful insights, and practical advice go a long way.

• Reward them. Nearly 70% like being part of loyalty or reward programs for pet purchases. Value matters to this audience.

• Entertain them. Over 60% are interested in ads that feature funny or lighthearted pet stories, while 53% want educational content.

This tells us something important: Pet parents welcome brand messages when those messages speak to their identity as devoted caregivers. Lead with helpfulness, humor, or heart, and you'll find a receptive audience.

Trusted voices amplify the message

One of audio's unique advantages is the power of host endorsements. When pet-loving podcast hosts share products as fellow pet parents, the message carries emotional authenticity that traditional ads struggle to match.

Across the SiriusXM Podcast Network, we have a number of ultra-popular hosts who are also proud pet parents, including:

• Katie Nolan (Casuals)

• Alaina Urquhart-White (Morbid)

• John Allen (Mr. Ballen)

• Stephanie Soo (Rotten Mango)

• Rob Lowe (Literally! with Rob Lowe)

• Tinx (It’s Me, Tinx)

• Jason Bateman, Sean Hayes, and Will Arnett (SmartLess)

When they talk about pet products, it's not a script. It's a recommendation from someone who gets it. The same goes for SiriusXM satellite talent reads from hosts who adore their pets and connect with listeners who feel the same way.

Audio drives measurable results

Beyond emotional resonance, audio advertising delivers hard numbers. Nearly eight in 10 digital audio listeners have potentially purchased a product or service after hearing an audio ad, and 51% have gone on to recommend brands to others. 4

For pet care brands specifically, SiriusXM Media campaigns have driven significant outcomes. One pet treat advertiser used a mix of display, streaming select mobile audio, connected home audio, and connected car audio to generate an almost 1.5x ROAS and $764K in incremental sales. Nearly 15% of those incremental sales came from first-time brand buyers. 5

Another pet food brand saw a 26-point lift in product consideration, a 23-point lift in brand favorability, and a 23-point lift in product awareness among adults 18-35 through programmatic cross-platform audio placements. 6

These results reinforce a simple truth: When you reach pet parents in the moments that matter, through trusted audio environments where they're already engaged, they respond.

Meet pet parents where they already are with SiriusXM Media

Pet ownership is emotional and identity-driven. Spending is high and recurring. Audio is already woven into daily pet routines. And pet parents actively welcome educational and entertaining brand messaging in this channel.

For CPG pet care brands looking to connect with devoted pet families, audio offers something powerful: access to meaningful moments, trusted voices, and an ecosystem that drives both brand lift and measurable sales results.

Ready to reach pet parents through audio? Let's talk.

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