Allocating a quarter of media spend to multiplatform audio can lift total campaign ROI by nine per cent, according to new analysis.
Radiocentre has published High Gain Audio, a WPP Media analysis examining how broadcast radio and digital audio, including connected radio listening, podcasts and streaming, contribute to campaign performance and how budget levels influence return on investment across total media spend.
The analysis shows returns increase as audio investment rises, with optimal impact when multiplatform audio accounts for 25% of total media spend, delivering a 9% uplift in overall campaign ROI compared with campaigns without audio.
It also sets out planning guidance suggesting digital audio performs best when used to complement rather than replace broadcast radio, indicating that balance across formats is important for advertisers seeking stronger results from audio investment.
WPP Media Analytics found broadcast radio and digital audio consistently outperform the all media average, with profit ROI reaching up to 21 per cent over the full term and 32 per cent in the short term.
Radiocentre’s Planning Director, Mark Barber, said: “Multiplatform Audio offers an opportunity to significantly amplify campaign ROI, with the maximum advantage attained when audio is allocated 25% of total media budget.
“We anticipate this robust deep-dive analysis, and the related planning guidance will encourage advertisers to consider investing more ambitiously in Multiplatform Audio to unlock its powerful ROI benefits.”
WPP Media Analytics’ Managing Partner, Ffion Turner, added: “Audio remains one of the most effective yet often untapped channels for driving advertiser profit.
“In an increasingly fragmented media landscape, audio offers advertisers a clear and proven way to amplify overall campaign effectiveness.”
Radiocentre has also introduced the Commercial Audio Audience Analyser, a tool designed to help advertisers access commercial listening data across audio formats filtered by audience age and gender.
The full report can be found here.
