The Performance Multiplier: How Radio Amplifies Performance Marketing

This episode of Advertising Amplified explores why radio is often overlooked in performance marketing and how it can help brands break through performance plateaus.

Host Omar Oakes is joined by Radiocentre’s Head of Insight Donna Burns and Goodstuff’s Group Audio Director Jess Bernard to unpack Radiocentre’s Performance Multiplier research.

This finds that traditional attribution models undervalue radio’s impact by 92% due to delayed response and attribution blind spots. Using regression modelling, the study shows that radio boosts daily web sessions by 16% on average, with full web response potential peaking around 21 hours after an ad airs.

The conversation highlights radio’s role in driving direct traffic, amplifying search and digital efficiency, and the importance of consistent, distinctive audio brand assets and sufficient reach and budget.

Radio: The Performance Multiplier, the award-winning research study, is available for free download here.  

Highlights:

  • 00:54 Why radio gets ignored
  • 02:59 Breaking brand performance silos
  • 04:24 Attribution blind spot explained
  • 05:55 Jet2 moment of truth
  • 11:38 The 92 percent undervaluation
  • 13:56 The 21 hour lag effect
  • 16:20 Planning and proving impact
  • 20:53 Trust habit and mental availability
  • 22:14 16 percent web lift multiplier
  • 25:04 Direct traffic and ai disruption
  • 27:57 Creative consistency that converts
  • 31:40 Budget reach and what to change
  • 33:03 Key takeaways