New report reveals the ROI advantage of Multiplatform Audio

Advertisers encouraged to allocate 25% of media budget to maximise Multiplatform Audio’s uplift effect on total campaign ROI.

Radiocentre has published a new report detailing the full findings from ‘High Gain Audio’, a ground-breaking media ROI analysis conducted by WPP Media which makes the case for more ambitious investment in Multiplatform Audio advertising.

Multiplatform Audio encompasses Broadcast Radio and Digital Audio (including connected radio listening, podcasts and streaming). In an industry first, the report provides guidance for advertisers on setting budgets to maximise Multiplatform Audio’s impact on total campaign ROI. The analysis demonstrates how brands get better returns as audio investment increases, with the opportunity to boost total campaign ROI maximised when Multiplatform Audio is allocated 25% of total media spend. At this point overall campaign ROI is 9% higher than the same campaign spend with audio not included in the mix (see below).

Alongside this headline finding, ‘High Gain Audio’ also provides guidance on how to balance spend across Broadcast Radio and Digital Audio to attain the best outcomes, with the data suggesting that Digital Audio formats deliver optimal effects when used as a supplement to, not a substitute for, Broadcast Radio.

Radiocentre’s Planning Director, Mark Barber, said:

“For advertisers, the implications of this study are evident; 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, said:

“Audio remains one of the most effective – yet often untapped – channels for driving advertiser profit. Our ‘High Gain Audio’ analysis shows that both broadcast radio and digital audio consistently outperform the all-media average, delivering substantially higher profit ROI of up to 21% full term and 32% short term. In an increasingly fragmented media landscape, audio offers advertisers a clear and proven way to amplify overall campaign effectiveness.”

To provide further context to the guidance, Radiocentre has also launched the ‘Commercial Audio Audience Analyser’ to supply advertisers with easy access to commercial listening data by audio format, filtered by audience age and gender.

The full report can be found here.