Radiocentre report reveals ROI advantage of Multiplatform Audio

A new study suggests advertisers can increase campaign returns by allocating more budget to audio.

Radiocentre has published findings from High Gain Audio, an ROI analysis by WPP Media, showing how Multiplatform Audio can improve overall campaign performance when used more prominently in media plans.

The report finds that allocating 25% of total media spend to audio delivers the strongest uplift, with overall campaign ROI 9% higher than campaigns without audio in the mix.

Multiplatform Audio includes both broadcast radio and digital formats such as podcasts, streaming and connected listening.

It also sets out how advertisers should divide investment between broadcast radio and digital audio. The data indicates digital formats work most effectively when supporting radio, rather than replacing it, to achieve the strongest outcomes.

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.”

Alongside the report, Radiocentre has launched the Commercial Audio Audience Analyser, giving advertisers access to listening data by format, age and gender to support planning decisions.

The full report can be found here.