This episode of Advertising Amplified explores why radio is often overlooked in performance marketing and how it can help brands break through performance plateaus.

Host Omar Oakes is joined by Radiocentre’s Head of Insight Donna Burns and Goodstuff’s Group Audio Director Jess Bernard to unpack Radiocentre’s Performance Multiplier research.

This finds that traditional attribution models undervalue radio’s impact by 92% due to delayed response and attribution blind spots. Using regression modelling, the study shows that radio boosts daily web sessions by 16% on average, with full web response potential peaking around 21 hours after an ad airs.

The conversation highlights radio’s role in driving direct traffic, amplifying search and digital efficiency, and the importance of consistent, distinctive audio brand assets and sufficient reach and budget.

See the Performance Multiplier results here: https://www.radiocentre.org/radio-the-performance-multiplier/

Highlights

00:54 Why radio gets ignored

02:59 Breaking brand performance silos

04:24 Attribution blind spot explained

05:55 Jet2 moment of truth

11:38 The 92 percent undervaluation

13:56 The 21 hour lag effect

16:20 Planning and proving impact

20:53 Trust habit and mental availability

22:14 16 percent web lift multiplier

25:04 Direct traffic and ai disruption

27:57 Creative consistency that converts

31:40 Budget reach and what to change

33:03 Key takeaways