ROI research and partnerships feature at Tuning In North 2026
Media and marketing professionals from across the North gathered at Manchester’s Stoller Hall last week for Radiocentre’s latest event, Tuning In North.
The morning showcased powerful partnerships, new effectiveness research and the latest in digital innovation, underlining how audio’s potential is getting bigger for advertisers.
Region on the rise
Opening the event, Radiocentre CEO Matt Payton set the tone, noting audio’s position of strength in 2026 with commercial radio delivering record revenues and a record share of listening.
In the North West audiences have grown even faster than average – up by a remarkable 24% in the past 4 years and now reaching 4.7 million weekly listeners across the region. “An incredible achievement that reflects the fantastic choice and quality available” he remarked.
Matt also pointed to wider industry shifts. Increasing scrutiny on social media platforms could present a clear opportunity for brands to rebalance budgets towards more trusted, effective media. He also reiterated the industry’s call for the BBC to rule out advertising as a future funding model.
Powerful partnerships
The long-running Mission Christmas collaboration between B&M, Cash for Kids and Bauer demonstrated the impact of audio-led partnerships. Over 12 years, the initiative has raised £100 million and supported more than two million children.
For B&M’s Shelley Robinson, audio plays a crucial role: “audio is an incredibly effective channel for us to connect locally at scale….and it builds that emotional connection and adds the urgency”.
A second partnership case study showcased the award-winning collaboration between Team GB and Global. From Paris 2024 through to the Milan Winter Olympics and the upcoming LA28 Games, the partnership uses audio to build national connection and share athletes’ stories with the nation before, during and long after the events themselves.
Looking ahead, Team GB’s Tim Ellerton described LA28 as “potentially the biggest Olympic Games we’ve ever seen” and emphasised how “the world of entertainment and music will be there”.
Innovation in action
Innovation was another key theme, with Bauer’s AudioXi demonstrating how digital developments are reshaping the audio landscape. Combining scale, high-quality environments and data-led targeting, the platform highlights how audiences can be reached more effectively than ever.
In the North, for example, data shows that listeners are 5.4 times more likely to engage with locally relevant content, a powerful signal for advertisers looking to connect more meaningfully.
The session also featured the announcement of two new podcasts: re:Working with Tim Campbell and The Prenup with Molly and Tyler.
High Gain Audio
The second half of the morning turned to effectiveness. Radiocentre’s Mark Barber and Ffion Turner from WPP Media Analytics unveiled full findings from the new High Gain Audio study, which provides clear guidance on how to maximise campaign ROI.
The study reveals the ROI advantage of Multiplatform Audio, with advertisers encouraged to allocate 25% of media budget to maximise Multiplatform Audio’s uplift effect on total campaign ROI. At this point overall campaign ROI is 9% higher than the same campaign spend with audio not included in the mix.
Building anticipation
PHD’s Louise Twycross-Lewis and Sophia Field then explored the role of anticipation in driving consumer behaviour. Their latest Culture Currents study highlights how “anticipation stimulates spending” and how brands can tap into these emotional moments.
A standout example was the award winning Global and Netflix partnership around Stranger Things, which used a pop-up radio station to generate anticipation ahead of the final season.
Local perspectives
The event closed with a panel featuring leaders from Dentsu, Wavemaker North and Bauer, reflecting on the year ahead. The discussion focused on the continued growth of digital audio, the increasing importance of trusted environments, and the ongoing pressure on marketing budgets from the wider macroeconomic climate.
To sum up, from building emotional connections and cultural relevance to delivering measurable ROI, Tuning In North demonstrated how audio is playing a powerful role in amplifying advertising impact for brands in the north and beyond.