Observed Signal · Sep 7, 2026 · Research Study · Source: Horizont · Impact: 3/5 · Sentiment: Positive
RMS Studies: Audio Advertising Boosts Brand Search and ROI
RMS, a German audio advertising marketer, released two studies demonstrating the effectiveness of audio advertising in the age of generative AI. The first study, 'Audio on – Search up!', conducted with bynd, analyzed 21 brands and found that audio advertising significantly increases brand-related Google search volume, with up to 70% of the effect persisting over weeks. The second study, 'Audio On, ROI Up', based on 166 marketing-mix models, showed that radio achieves a median ROI index of 175 compared to 100 for TV, and digital audio reaches 130. The studies emphasize that audio builds mental availability, which is crucial as AI-driven search makes brands more comparable. RMS argues that audio should be weighted more heavily in media plans given its proven contribution to brand building, demand generation, and economic success.
The article presents research findings from RMS that highlight the effectiveness of audio advertising, which is relevant to the AdTech industry as it informs media planning and budget allocation. The studies provide concrete ROI data that could influence advertiser strategies.
Key Takeaways & Evidence Grounding
- RMS and bynd study 'Audio on – Search up!' analyzed 21 brands and found audio advertising increases Google search volume.
- Up to 70% of audio advertising's effect on search volume persists over weeks (carry-over effect).
- RMS study 'Audio On, ROI Up' based on 166 marketing-mix models (2005-2025) shows radio median ROI index of 175 vs 100 for TV.
- Digital audio achieves a median ROI index of 130 in the same study.
- Combining TV and audio yields the highest increase in search volume.
Connected Companies & Entities
3 Entities mappedRadiocentre
UK commercial radio body for ad effectiveness, planning and clearance.
“Radiocentre, a UK radio industry body, co-authored the 'High Gain Audio' study....”
RMS. Der Audiovermarkter.
German audio sales house for radio, digital audio and podcasts.
“RMS, an audio marketer, published two studies on audio advertising effectiveness....”
WPP Media
Global media agency network with integrated AI marketing operations.
“WPP Media, a media agency, conducted the 'High Gain Audio' study with Radiocentre....”
Ontology Mapping & Concepts
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