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FOR IMMEDIATE RELEASE
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LANDMARK GLOBAL STUDY PROVES AUDIO’S IMPACT IN THE MARKETING MIX – DRIVING PROFIT, TRUST AND BRAND OUTCOMES
- Mark Ritson on the global stage at Cannes Lions: reinforces audio‘s role as the campaign catalyst.
- First time the audio industries of Australia, the UK, Ireland and the US have come together to demonstrate the power of audio.
NEW YORK –JUNE 24, 2026
The peak audio industry bodies of Australia, the United Kingdom, the United States and Ireland have added their voices to a single global argument – and taken the evidence to Cannes Lions. For the first time, Commercial Radio & Audio (CRA), Radiocentre (UK), Radiocentre (IRE), and RAB (US) have joined forces to make the case for audio advertising as one global industry. These leading audio industry bodies brought Professor Mark Ritson to Cannes Lions to present new global evidence for audio's role in the modern media mix.
The session, titled ‘The Secret to Profit and Trust: Audio,’ was hosted at LBB & Friends Beach and drew on the Effie x System1 global Databank of 1,262 campaigns spanning 17 years to prove how commercial audio lifts campaign performance. It played to a crowd of marketers, agency leaders and audio networks.
Audio works across key commercial levers
Campaigns with audio outperform those without audio on profit (+75%), trust (+81%), price insensitivity (+81%) and customer acquisition (+19%). Audio's profit contribution also scales with media spend. Across 14 measures, the average uplift for all campaigns with audio was +22%, in comparison to campaigns without audio.
Audio nearly doubles profit for emotionally driven advertising
The data also makes the creative case. Audio nearly doubles the profit generated by emotionally driven campaigns, and its effect compounds when it is paired with distinctive brand assets and run consistently over time.
Global collaboration to amplify audio’s effectiveness
The original study was commissioned in Australia, where CRA analysed the Advertising Council of Australia’s (ACA) Effie data with independent marketing consultant Rob Brittain and Mark Ritson, who called it “beautiful data”. That modelling has now been taken to the world stage, tested against a new global databank from the UK, US, Europe and Ireland, and presented to an international audience of advertisers, agencies and audio networks.
“At a time when advertisers are demanding greater accountability and measurable business outcomes, this research delivers exactly the kind of evidence radio sellers need," commented Mike Hulvey, president and chief executive officer, RAB. "These findings reinforce what our industry has long known - audio doesn’t simply complement a media plan - it amplifies it. Whether the objective is driving profit, building trust or acquiring new customers, audio consistently strengthens campaign performance. For local broadcasters, this is another powerful proof point that helps shift the conversation from cost to business results and demonstrates why radio deserves a larger role in today’s media mix,” added Hulvey.
Professor Mark Ritson, global marketing consultant and founder of MiniMBA, said: “This is yet more beautiful data. The case for audio’s effectiveness is unequivocal; in every market we’ve studiedglobally: 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 presentation was followed by a discussion between Little Black Book’s Managing Editor AU/NZ Brittney Rigby and System1 Chief Growth Officer, Andrew Tindall.
On the findings, Andrew Tindall said: “Across the globe, the data consistently proves emotional audio campaigns roughly double their profit. Pair that emotion with distinctive sonic brand assets and run it consistently, and the effect compounds again. It’s simple, yet sound advice.”
Source: The Secret to Profit and Trust: Audio, presented by Mark Ritson at Cannes Lions, 2026. Based on the Effie x System1 Databank (1,262 UK, Ireland, Europe and US campaigns, 2007 – 2023).
About System1
System1 is The Creative Effectiveness Platform that harnesses the power of emotion to drive growth for the world’s leading brands. Its Test Your Ad and Test Your Innovation solutions quickly predict the short- and long-term commercial potential of ads and ideas, giving marketers confidence that their creative concepts will resonate with consumers and drive profitable commercial growth. Complementing these solutions is Test Your Brand, which measures the impact of ads and ideas on brand health. With a database of over 100,000 ads, System1 allows brands to compare their ads against competitors, while System1’s expert guidance helps brands improve the effectiveness of ads and ideas. System1 tests and improves creative effectiveness in 81 markets globally and has operations in the UK, Europe, North America, Brazil, Singapore and Australia. For more information, visit system1group.com or follow System1 on LinkedIn.
About Commercial Radio & Audio
Commercial Radio & Audio (CRA) is the peak industry body representing the interests of commercial radio broadcasters across Australia. CRA promotes the effectiveness of radio and audio to advertisers, manages audio research and insights, the metropolitan and regional audience measurement surveys, the official Australian Podcast Ranker, revenue reporting, industry innovation, industry codes and standards, and regulatory and legislative matters. CRA hosts HEARD, the audio industry showcase. CRA also collaborates with the broader digital audio ecosystem to grow the total market and provide services to the public and part public audio broadcasting services.
About Radiocentre UK
Radiocentre is the industry body for commercial radio in the UK. We work on behalf of more than 50 stakeholders who represent over 90 per cent of commercial radio in terms of listening and revenue. Our remit also encompasses all kinds of broadcaster-owned and operated audio, including podcasts and on-demand streaming services provided by commercial radio. Our mission is to get industry influencers and decision-makers to See Radio Differently. www.radiocentre.org
About Radiocentre Ireland
Radiocentre Ireland was established by RTE and IBI. It is managed by a Board which comprises of three representatives of RTE and three representatives from Independent Broadcasters of Ireland, the organization representing Ireland’s 34 independent radio stations operating at local, regional and national level. In addition to John Purcell who is Chairperson, the members of the Radiocentre Ireland Board are: Representing RTE: Patricia Monahan; Debbie Kennedy, Gavin Deans. Representing IBI: Sean Barry; Chris Doyle; Fionnuala Rabbitt.
About RAB (US)
RAB is the not-for-profit trade association dedicated to advancing America's radio broadcasters. In support of our members, RAB focuses on driving revenue by promoting radio in all its forms. RAB enhance professional skills with services, resources and continuous training opportunities while supporting programs to attract and retain talent across the industry.
Media contacts
Press@RAB.com
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