Year: 2025

Audio advertising has been proven to deliver stronger returns than the all-media average, according to new research launched by Radiocentre today.

The study, called High Gain Audio and carried out by WPP Media, was unveiled at Radiocentre’s Tuning In conference. It shows that both broadcast radio and digital audio outperform other media channels in generating profit ROI, whether for short-term campaigns or long-term brand building.
Digital audio delivers a full-term profit return of £5.20 for every pound spent, while broadcast radio delivers £5. The all-media average sits lower at £4.11. In the short term, digital audio generates £2.70 and broadcast radio £2.30 per pound spent, both above the average of £1.87.
The report also highlights how shifting existing budgets to give audio a larger share can amplify results. Campaigns that included audio saw short-term ROI uplift by 8% compared to those without audio in the mix.
Mark Barber, Planning Director at Radiocentre, said: “High Gain Audio’s key takeaway is clear: multiplatform audio advertising is underinvested, with both broadcast radio and digital audio individually exceeding the all-media profit ROI average. These findings build on previous Radiocentre research to strengthen the case for advertisers to be more ambitious with their multiplatform audio budget allocation.”
Based on the analysis, Radiocentre is recommending advertisers consider allocating 20% of their overall media spend to audio. The suggestion recognises that individual campaigns will vary but positions audio as a driver of higher returns across different objectives.
The study uses data from Thinkbox’s award-winning Profit Ability 2 research and further analysis by WPP Media. It also responds to industry calls for more detailed insight into audio’s performance, particularly as commercial audio audiences have grown by 23% over the past five years.
Full details of the High Gain Audio findings are available at radiocentre.org.

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Ann Marie Miller has retired from Central FM after a career in Scottish radio spanning nearly 24 years.

Ann Marie first joined the Stirling-based station in January 2002 and went on to serve as Station Manager, leading the team through some of its biggest achievements.
Central FM won the Radio Academy Nations and Regions Station of the Year four times under her direction, alongside national recognition for sales and creative campaigns.
Her work included overseeing the 2009 Winter Safe Driving Campaign, which later received the Prince Michael International Road Safety Award. Even after stepping down in December 2010, her influence was felt when Central FM won the Sony UK Station of the Year the following year, based on her final year’s performance.
From 2011, Ann Marie worked as Regional Manager for Scotland at Bauer Radio’s Cash for Kids, helping fundraising efforts grow from £1 million to nearly £5 million annually. She returned to Central FM in 2018, helping re-establish the broadcaster as the leading commercial station in the Forth Valley.

Two other well-known voices are also leaving the station. Alan Edwards, who has been Head of Content and Breakfast Host since 2022, is moving on to become a full-time celebrant. Alan is credited with bringing creativity and energy to the station’s programming.
Daytime presenter Tony McQue, who first joined Central FM as a weekend host before taking over the daytime slot in 2018, is leaving to focus on his own business. His programme consistently attracted the highest audience numbers since the station launched in 1990.
The station has thanked Ann Marie, Alan and Tony for their contribution and wished them well for the future.

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