At MediaWorks, we're passionate about audio. So when Prof. Mark Ritson presented his Appreciating Audio: Why Radio & Podcasts Deserve More Attention webinar, it reinforced what we've long believed: audio deserves a central place in the world's most effective marketing strategies.
Presented at Cannes Lions on behalf of the audio industries of Australia, the UK, Ireland and the US, the research brought together evidence from more than 1,200 campaigns to answer a simple question: does audio advertising work?
The answer was clear. Audio doesn't just deliver results on its own – it makes every other media investment work harder.
Three key takeaways
1. Audio makes every media dollar work harder
In a research study across a global database of 1,262 campaigns, those that included audio consistently outperformed those without it across key effectiveness measures, including profit, customer acquisition, trust and price resilience. On average, campaigns featuring audio delivered results that were around 22% stronger.
Rather than being an add-on to a media plan, the evidence shows audio acts as a multiplier, increasing the effectiveness of the channels around it.
2. Distinctive sound is one of a brand's most powerful assets
One of the standout findings was the enduring power of sonic branding. Jingles and other distinctive audio assets are still working just as effectively today as ever, helping brands build memory long after a campaign ends.
Used consistently, a recognisable sound creates stronger mental availability, making brands easier to remember and easier to choose.
3. Audio builds trust and emotional connection
Campaigns using audio generated 81% higher trust than those without it. The research also reinforced that audio is most effective when it creates an emotional response.
Emotionally driven campaigns featuring audio were significantly more effective, strengthening brand recall while delivering better commercial outcomes.
Why this matters
One of the biggest themes from the webinar was that marketers should stop thinking of audio as simply another media channel.
Whether delivered through radio, streaming or podcasts, audio plays a distinctive role in building mental availability, extending campaign reach and amplifying the effectiveness of broader media investment. As consumer attention becomes increasingly fragmented, channels that create memorable brand associations have never been more valuable.
For marketers focused on effectiveness, the conversation is no longer whether to include audio, it's how to maximise its impact.
What this means for New Zealand marketers
While the research draws on global evidence, its implications are highly relevant here in New Zealand.
Audio reaches millions of New Zealanders every week, connecting with audiences throughout the day in moments where other media often can't. Combined with trusted personalities, premium local content and growing digital listening, it offers brands an opportunity to build both broad reach and lasting memory.
The findings are just as relevant for small and medium-sized businesses as they are for national advertisers. You don't need a television-sized budget to benefit from audio. A distinctive sound, an emotionally engaging message and consistent delivery can help build trust, strengthen pricing power and attract new customers, allowing brands to compete well above their weight.
Whether you're looking to strengthen an integrated national campaign or maximise every marketing dollar as a growing business, the evidence is clear: audio delivers measurable commercial impact.
The bottom line
Audio works on its own. But its real strength is what it does for everything else on the media plan.
At MediaWorks, we're committed to helping advertisers unlock the full potential of audio across radio, streaming and podcasts, while bringing world-leading research to New Zealand marketers.
If Mark Ritson's latest findings reinforce anything, it's this: audio doesn't just work, it makes everything else work harder.
Want to dive deeper into the research? Watch Mark Ritson's Appreciating Audio: Why Radio & Podcasts Deserve More Attention webinar or get in touch with the MediaWorks team to discuss how these insights can be applied to your next campaign.
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