The uplift effect: How adding audio advertising can supercharge your marketing campaigns
Written by Bauer Media
In today’s competitive landscape, businesses need to get more from their marketing spend.
That means choosing media that not only reaches people but also enhances the performance of everything else in your campaign.
That is where radio and digital audio advertising come in.
Backed by Radiogauge Predict, an effectiveness tool developed by Radiocentre, we now have concrete evidence that adding audio to your media mix consistently lifts campaign results, from awareness to response and brand trust.
Whether you are investing in TV, press, online search or display, pairing it with audio gives your message more power, more reach and more impact.
Adding radio lifts awareness across the board
Let us look at the numbers:
- +48 per cent uplift in ad awareness when radio is used alongside online search and display
- +53 per cent uplift in ad awareness when radio is used with press
- +37 per cent uplift in ad awareness when radio is added to TV
- +67 per cent uplift in ad awareness for campaigns using radio alone among commercial radio listeners
These results come from hundreds of real-world campaigns, and they show one thing clearly: radio multiplies the impact of your existing media.
Source: Radiogauge Predict
Audio boosts immediate results
Looking to drive response? Radio works fast.
- Online brand browsing increases by 52 per cent after hearing a radio ad
- Over half of that response happens within 24 hours
- Radio delivers £7.70 revenue return for every £1 spent, according to analysis from over 500 campaigns
- Brands advertised on radio are seen as more relevant and trustworthy by listeners
This makes radio especially effective in sectors where quick action matters, including retail, finance, travel and automotive.
Source: Radiogauge Predict
More effective marketing without increasing your budget
One of the biggest benefits of audio advertising is how efficiently it fits into your existing media plan.
In fact, reallocating a small proportion of spend from other channels into radio can significantly increase total campaign awareness, without needing a bigger budget.
It is a smart strategy for marketers looking to get better results from the media they are already using.
Why Bauer Media?
At Bauer Media, we help businesses across the UK build effective local and regional audio campaigns using our portfolio of trusted stations — including Greatest Hits Radio, Hits Radio, Absolute Radio, Magic, KISS, and more.
With 39.3 million weekly commercial radio listeners, you can reach real people in real time, on platforms they trust.
Plus, our audio products include both traditional radio airtime and digital audio, offering advanced targeting by location, age, interests, and device.
Whether you’re looking to grow brand awareness, increase sales, drive web traffic or boost in-store footfall, we have the insight and expertise to make it happen.
Plan smarter with Radiogauge Predict
We do not guess, we predict.
Our campaigns are guided by Radiogauge Predict, which allows you to see the expected uplift for your sector and media mix before you even go live.
That means you can plan with confidence, knowing what results are achievable.
Ready to add audio to your marketing plan?
If you’re already investing in TV, digital or print, radio is the next smart step.
By adding audio advertising through Bauer Media, you’re not just reaching more people — you’re improving the performance of your whole campaign.
Let us show you how.
Get in touch today to start planning your next campaign with audio at its core.