Commercial audio organisations from the UK and Australia are joining forces at Cannes Lions to present new research on the role of audio in advertising effectiveness.
Radiocentre and Commercial Radio & Audio will host a session called Audio: The Campaign Catalyst, featuring analysis conducted by System1 specifically for the event.
The research examines 1,850 campaigns from the Effie marketing effectiveness database over eight years.
It covers campaigns from the UK, US, Europe and Australia, with a focus on audio’s contribution to campaign success.
Marketing Professor and MiniMBA founder Mark Ritson will present the findings during the session.
He will be joined by System1’s Andrew Tindall, who will take part in a panel discussion exploring the results in greater detail.
The analysis adds to a growing body of international evidence cited by the industry, including Radiocentre’s High Gain Audio research, which has highlighted the return on investment delivered by commercial radio and audio advertising.
Lucy Barrett, Client Director at Radiocentre, said: “Many of the biggest industry conversations happen in Cannes, and this year we’re making sure audio has a louder voice.
“By coming together as a global industry, we want marketers to hear from the experts who will demonstrate audio’s power to amplify advertising impact and drive business results.”
Audio will have a wider presence at the festival through additional industry sessions.
Bauer Media Audio is hosting a discussion on trust, creativity, star power and AI, featuring senior figures from media and advertising.
Comedian Katherine Ryan will take part in a conversation about creativity, comedy, podcasts and working with brands.
Podcasting will also be represented by Sounds Profitable, which is hosting a session focused on the value of community in podcasting.
The Cannes Lions International Festival of Creativity takes place in Cannes, France, from 22 to 26 June 2026. The annual event brings together people from across the advertising, marketing and communications industries to share ideas and celebrate creative work.
