Credit: Will Francis via Unsplash
Campaigns that include audio in their media mix are significantly more effective than those without, according to analysis of eight years of Effie Award entries presented at Commercial Radio & Audio's HEARD 2026 showcase in Sydney.
The research, drawn from the Advertising Council of Australia's Effectiveness Database and covering 595 entries from 2018 to 2025, was analysed by independent marketing consultant Rob Brittain and presented by Professor Mark Ritson.
Among top-performing campaigns, those with excess share of voice, audio accounts for an average of 11% of total media spend.
Campaigns using audio deliver nearly double the impact for new customer acquisition (37% vs 22%), brand distinctiveness (40% vs 22%), price insensitivity (23% vs 12%) and emotional appeal (51% vs 41%).
"Audio is the catalyst in the media mix," Ritson said.
"Eight years of beautiful data confirms it: allocate 11% to audio and you trigger a disproportionate effect across every key brand and business measure.
“This isn't theory. You're not spending more, you're making everything you already spend work significantly harder."
CRA chief executive Lizzie Young said the findings proved audio's role in driving profitable brand growth.
"This data demonstrates audio's ability to impact so many different brand and business objectives," Young said.
"I couldn't agree with Professor Mark Ritson more, it is beautiful data."
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