Global Study Highlights Audio's Marketing Power

RADIO ONLINE | Wednesday, June 24, 2026 | 1:57pm CT

Radio Advertising Bureau (RAB)

A new global study unveiled at the Cannes Lions International Festival of Creativity is making a strong case for audio advertising, with research showing campaigns that include audio deliver significantly stronger business and brand outcomes than those that do not.

For the first time, the leading commercial audio industry organizations in Australia, the United Kingdom, Ireland and the United States -- Commercial Radio & Audio (CRA), Radiocentre UK, Radiocentre Ireland and the Radio Advertising Bureau (RAB) -- joined forces to present a unified global message on the effectiveness of audio advertising.

The findings were presented by marketing expert Professor Mark Ritson during a session titled "The Secret to Profit and Trust: Audio" at the LBB & Friends Beach venue in Cannes. The research analyzed 1,262 campaigns from the Effie x System1 global databank, spanning 17 years and multiple international markets.

According to the study, campaigns incorporating audio outperformed those without audio across several key business measures. Audio-inclusive campaigns generated 75% greater profit, 81% higher trust levels, 81% greater price insensitivity and 19% stronger customer acquisition results. Across 14 effectiveness metrics, campaigns using audio delivered an average uplift of 22% compared to campaigns that did not include audio.

The research also highlighted audio's role in creative effectiveness. Emotionally driven campaigns that included audio nearly doubled the profit generated compared to similar campaigns without audio. The impact was amplified further when audio was paired with distinctive sonic branding and used consistently over time.

The study originated in Australia, where CRA commissioned an analysis of Effie Awards data from the Advertising Council of Australia. The work was conducted by independent marketing consultant Rob Brittain and Ritson before being expanded and tested against a larger global dataset that included campaigns from the U.S., U.K., Ireland and Europe.

RAB President and CEO Mike Hulvey said the findings provide radio sellers with valuable evidence at a time when advertisers are demanding measurable business outcomes.

"These findings reinforce what our industry has long known -- audio doesn't simply complement a media plan, it amplifies it," Hulvey said. "Whether the objective is driving profit, building trust or acquiring new customers, audio consistently strengthens campaign performance."

Ritson called the findings "beautiful data" and said the evidence for audio's effectiveness is clear across every market studied. "The case for audio's effectiveness is unequivocal," Ritson said. "Audio is the catalyst that makes your whole campaign work harder. For a relatively modest investment, it's an unfair advantage hiding in plain sight."

Following the presentation, Little Black Book Managing Editor AU/NZ Brittney Rigby moderated a discussion with System1 Chief Growth Officer Andrew Tindall, who said the data consistently demonstrates that emotional audio campaigns can roughly double profit and perform even better when supported by strong sonic branding and long-term consistency.