Study Ranks Radio, Podcasts Among Top Super Touchpoints

RADIO ONLINE | Monday, October 6, 2025 | 1:33pm CT

Cumulus Media and Westwood One

A major new study unveiled by Effie at this year's Cannes Advertising Festival has named AM/FM radio and podcasts as "Super Touchpoints" for their strong performance in both short-term sales impact and long-term brand building.

According to this week's Cumulus Media | Westwood One Audio Active Group blog, the Effie study-conducted with creative effectiveness firm System1-evaluated 1,265 marketing campaigns across 19 media platforms from 2007 to 2023. Of all media examined, AM/FM radio and podcasts ranked fourth in generating sales effects within six months and also scored highly in sustaining brand effects beyond six months.

Effie, best known for honoring marketing effectiveness rather than creative flair, assessed growth metrics including incremental revenue, profit, market share, and customer loyalty. The study's findings, detailed in System1/Effie: The Creative Dividend, identified the media channels most capable of driving both immediate sales and lasting brand impact.

Audio's dual strength stood out. While many platforms deliver either quick sales or long-term brand equity, AM/FM radio and podcasts excelled in both areas-able to "convert existing demand" while also "creating future demand."

The report also emphasized best practices for advertisers seeking higher ROI: broad targeting outperforms narrow audiences, emotional storytelling beats rational messaging, and strong brand linkage-reinforced by early mentions, sonic branding, and consistency-yields the best results over time.

Effie and System1 found that profitability grows gradually, often taking a year or more to materialize, underscoring the need for patience and creative consistency. Brands that maintain long-term agency partnerships and keep campaigns entertaining and emotionally resonant see the greatest gains in sales and profit.

Read the full blog post here.