Radio’s value to advertisers underlined with wins at Adwanted Media Research Awards

Commercial radio has demonstrated its research excellence and underscored its value to advertisers by securing five awards and a commendation at the Adwanted Media Research Awards 2026, held yesterday at London’s Banking Hall. Radio and audio organisations – including Radiocentre and Global – dominated the ceremony’s 17 categories, showcasing the sector’s leadership in innovation, insight and effectiveness.

Radiocentre’s Performance Multiplier study, developed in partnership with research agency Colourtext, won Best Custom Media Research Project (Trade Body).

The ground-breaking study revealed significant under-attribution to radio from current measurement approaches and quantified radio’s true impact for performance marketers in driving web traffic. Using a sophisticated self tuning regression model across eight real world campaigns, the project analysed the impact of 7.2 billion multi-media impressions on 195 million web sessions to uncover radio’s full contribution to improving acquisition and performance marketing efficiency.

The judges said: “The scale and the sophistication of the methodology is seriously impressive: using real in market campaigns, granular multi dataset modelling, and minute-by-minute analysis to crack a measurement problem that has challenged our industry for a long time has delivered a piece of work of which Radiocentre and Colourtext should be very proud.”

Global Media & Entertainment also enjoyed an exceptional afternoon, taking home multiple accolades for its work with Colourtext on Global IQ: Full Funnel Attribution for Audio and Outdoor. The project won:

• Grand Prix
• The Adrian Edwards Award for Best Use of Datasets
• Highly Commended – Best Use of 1st Party or 3rd Party Data

Global was also named Media Owner/Trade Body of the Year for its Insight, Data and Outcomes Team, and secured the Research Effectiveness award for TfL Ad Tracker.

On Global IQ, judges commented: “A technically ambitious and commercially impactful achievement. Global:IQ finally unlocks credible, channel-specific attribution for audio and OOH, something the industry has sought for years, with exceptional methodological sophistication.”

Now in its 11th year, the Adwanted Media Research Awards celebrate the most innovative, effective and influential work from research agencies, media owners, data specialists and industry bodies across the UK.

Mark Barber planning Director at Radiocentre, said: “It’s always nice to win awards, but at Radiocentre we’re more interested in making a positive impact on behalf of the industry. Our analysis of ad spend in the category demonstrates how the Performance Multiplier study has helped generate a significant revenue benefit for radio by demonstrating its true value to performance advertisers. Similarly, Global’s win in the Research Effectiveness category underscores how the commercial radio industry continues to lead the way in demonstrating effectiveness for advertisers.”