The conversations from Cannes Lions haven’t quieted down, and one message remains loud and clear: the evidence for audio has never been stronger.
New research from the Effie x System1 global Databank ‘The Secret to Profit and Trust: Audio’ presented by Mark Ritson proves that audio isn’t just “nice-to-have” background noise. It is a commercial catalyst. Across 14 measures, campaigns that included audio recorded a 22% uplift on average.
For us at audioadpro, it’s confirmation of what we see in our campaigns every day. Digital audio is a powerful performance marketing channel that deserves a clear, strategic place in your media plan.
The results show that audio lifts campaign outcomes across every market.
Campaigns that included audio delivered:
+75% higher profit
+81% greater trust
+81% higher price insensitivity
+19% higher customer acquisition
The impact scales with your business size: profit uplift increases with spend by 27% for small companies, 74% for medium-sized companies, and a staggering 88% for large companies.
As Mark Ritson noted: “This is yet more beautiful data. The case for audio’s effectiveness is unequivocal in every market we’ve studied globally: audio is the catalyst that makes your whole campaign work harder. For a relatively modest investment, it’s an unfair advantage hiding in plain sight. It’s the kind of evidence you cannot unhear.”
The research highlights that emotionally driven campaigns generate roughly double the profit when audio is included. This effect compounds significantly when paired with distinctive sonic brand assets used consistently over time.
Our friends at Get Carter Productions put it perfectly: “Jingles cut through the noise because they work subconsciously. Even if a consumer isn’t actively focusing on every single word of your advert, they can’t switch off their ears. They will hear, register, and remember your branding.”
Brands that treat audio as a strategic asset won’t just be heard – they’ll be remembered.
If this is the data you need to explore the channel and optimise the PROFIT from audio advertising, trust audioadpro.
