New world leading research from Radiocentre Ireland shows that audio has a significant effect on bringing brands to mind when people are ready to buy.

From RadioCentre;

At Radiocentre Ireland’s recent Sounding Out 2024 event, research company Differentology released a study, commissioned by Radiocentre Ireland which focused on how audio can play a critical role in strategic brand growth objectives. The research sought to understand whether audio can drive brand growth by increasing a brand’s mental availability. The research study leaned on the framework for brand growth that Byron Sharp details in “How Brands Grow”.

The results showed that for a range of brands, they had a 12% greater share of mind amongst people exposed to their audio visual advertising; and this rose a further 10% when people were exposed to the combination of audio visual and audio advertising for  these brands. The fact that share of mind was so much higher for those exposed to the combination of audio visual and audio advertising, highlights the impact of including audio in the mix.

Audio advertising has a significant effect on helping brands spring to mind more readily in purchasing situations, with mental penetration for a brand higher amongst those who have heard advertising for it. It therefore expands a brand’s network of mental associations and ultimately it increases share of mind for that brand. You can read a summary of the presentation, watch the presentation in full and download the presentation deck by clicking on the link below.

https://www.radiocentreireland.ie/sounding-out/using-audio-advertising-to-expand-your-brand