WARC Study Finds Brands Are Gaining Ground With Audio’s Help.

A new report from WARC called “The Multiplier Effect” is highlighting a reality that audio proponents have long advanced: successful brands are combining brand and performance — with audio a key catalyst in the process.

The WARC report, which Audacy Senior Director, Research & Insights Reggie Shah writes is “already generating buzz across the marketing world,” was developed with Analytic Partners, Prophet, BERA, and System1.

The study, which draws on data from more than 1,000 brands, highlights direct-to-consumer mattress brand Saatva, which shifted some of its marketing investment from paid search to audio, including radio and podcast advertising.

“That move led to a spike in branded search, stronger revenue, and better margins, even as their overall category was in decline,” Shah writes. “Audio wasn’t just supporting awareness. It was delivering real revenue results.”

The WARC report also illuminates a gap in how many advertisers measure media impact, the Audacy piece says. “Attribution models often over-credit channels like paid search and under-credit the influence of Audio,” Shah writes. “In fact, up to 30 percent of search clicks are actually driven by exposure to other media like video and Audio. But because those actions happen upstream, they rarely get the recognition they deserve.” (For more on how audio drives branded search, click HERE.)

“What sets Audio apart is its ability to drive both long-term brand growth and short-term sales,” Shah writes. “It helps build emotional connection and memory structures that influence buying behavior, while also encouraging immediate action when paired with tactics like search. That’s the essence of the multiplier effect: brand times performance, working in tandem.”

The WARC report also finds that brands that “balance brand-building and performance marketing efforts” are far more effective than brands that put all their eggs in one basket; and winning brands regularly employ the same creative assets across TV, search, and Audio — creating a stronger, more recognizable story.

WARC says the highest-performing brands usually dedicate at least 30% of their budgets to equity-focused campaigns, usually including radio and digital Audio.

“What are leading marketers doing differently? They’re embracing Audio as a full-funnel tool, not just a branding vehicle,” Audacy says. “They’re investing in better measurement practices that reflect Audio’s true value. They’re building creative strategies that work across channels. And most importantly, they’re bringing brand and performance teams together to work from shared goals.”