A landmark global effectiveness report reveals that audio, as part of your media mix, can boost campaign profit, trust, price insensitivity and acquisition – and by a significant margin.
Mark Ritson presents the full findings at our upcoming webinar on 30 June. Register here
We’ve heard the arguments for audio before: a balanced media-neutral approach, more accessible apex on the C-curve, multi-channel synergy…
But new global data tells us we’ve been looking at audio all wrong. It’s not a nice to have or for brands with less media spending power. When combined with the other factors we know drive effectiveness – emotion, codification and time – audio appears to be the single greatest catalyst for campaign success.
Using data from the Effie x System1 Global Databank, the landmark audio effectiveness study analysed more than 1250 campaigns spanning 17 years across Australia, US, UK and Ireland.
In every market, the results were the same: campaigns that include audio as part of their channel mix significantly outperformed campaigns without audio. Audio brought a +75% uplift in profit, +81% increase in trust, +81% price insensitivity and customer acquisition improved by +19%.
Campaigns with audio vs without. Source: Effie x System1 Databank
Crucially, the rewards of audio are brand size and sector agnostic. Of course profit contribution scales with media spend, but across 14 measures tested in the study the average uplift for all campaigns with audio was +22%.
If you know Mark Ritson, MiniMBA and the principles of marketing excellence, you’ll also know to take these findings at a sensible pace and with your head screwed on.
Audio works its magic with the other levers of advertising effectiveness
Audio hasn’t overtaken TV or SVOD as the top dog of communications channels and we shouldn’t all rush to throw our entire media budget at it. It is more of a secret weapon – underutilised and underinvested in. Audio works its magic with the other levers of advertising effectiveness.
Take an already emotional ad; adding audio to your campaign roughly doubles profit. If you’ve got an established sonic code or DBA, one which consumers recognise and associate with your brand, the impact of a radio or podcast ad will be much greater.
Conducted by System1, with support from audio industry bodies in each territory, this global audio effectiveness research is first of its kind. Mark Ritson unveiled the findings this week at Cannes Lions 2026, followed by a discussion with System1’s Andrew Tindall and Little Black Book Managing Editor Brittney Rigby, who hosted the event at LBB & Friends Beach.
"It’s an unfair advantage hiding in plain sight. It’s the kind of evidence you cannot unhear”
Mark said: “The case for audio’s effectiveness is unequivocal; in every market we’ve studied globally, 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. It’s the kind of evidence you cannot unhear.”
If you weren’t on the beach at Cannes, Mark will be presenting the findings in full at our upcoming webinar: Appreciating Audio: Why radio and podcasts deserve more attention
Join Mark live at 10am (BST) on Tuesday 30th June as he takes you through the research findings and what they might mean for your media strategy.
Can't make it? Register and we'll send you the recording after the session.
Cover: Hanna/Adobe Stock