The study, called High Gain Audio and carried out by WPP Media, was unveiled at Radiocentre’s Tuning In conference. It shows that both broadcast radio and digital audio outperform other media channels in generating profit ROI, whether for short-term campaigns or long-term brand building. Digital audio delivers a full-term profit return of £5.20 for every pound spent, while broadcast radio delivers £5. Campaigns that included audio saw short-term ROI uplift by 8% compared to those without audio in the mix. Mark Barber, Planning Director at Radiocentre, said: “High Gain Audio’s key takeaway is clear: multiplatform audio advertising is underinvested, with both broadcast radio and digital audio individually exceeding the all-media profit ROI average.