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.
This story first appeared on radiotoday.co.uk