Commercial audio campaigns delivered 75% higher profit than campaigns without audio, according to new global research.
The study of 1,262 campaigns across 17 years also found campaigns using audio achieved 81% higher trust, 81% greater price insensitivity and 19% stronger customer acquisition.
Across 14 measures, the Effie x System1 global Databank analysis recorded an average uplift of 22% for campaigns including audio.
Professor Mark Ritson presented the findings during a Cannes Lions session titled The Secret to Profit and Trust: Audio, organised by industry bodies from the UK, Ireland, Australia and the United States.
Radiocentre, Radiocentre Ireland, Commercial Radio and Audio, and the Radio Advertising Bureau in the US worked together on the presentation, marking the first time the four bodies have jointly made the international case for audio advertising.
The research also found that audio roughly doubles the profit generated by emotionally driven campaigns. Its effect increases further when campaigns use distinctive brand assets and run consistently over time.
Mark said: “The case for audio’s effectiveness is unequivocal; in every market we’ve studied globally: audio is the catalyst that makes your whole campaign work harder.”
Matt Payton, Chief Executive Officer of Radiocentre, said the analysis added to existing evidence that audio can increase advertising impact, business outcomes and brand trust.
The study began with analysis of Australian Effie data before being tested against a broader databank covering campaigns from the UK, Ireland, Europe and the US.
