According to CRA, new modelling from Nielsen Global shows that AM/FM radio delivers approximately USD $2.00 in return for each dollar invested — yet only about 46 % of marketers believe radio is effective.
Meanwhile, advertisers often favour newer channels such as connected television (CTV) or search, whose estimated returns are lower: around USD $1.15 and USD $1.16 respectively.
The gap between perception and reality creates a strategic opening.
What This Means for Podcasters & Audio Content Creators
For creators producing podcasts, audio‑ads or branded‑content audio, this insight is important:
- Audio works — even older “radio” formats deliver strong ROI, which validates audio as a professional channel, not just hobby content.
- Under‑investment in audio creates opportunity — as many marketers bypass audio, independent creators and smaller audio networks can step in, negotiate better deals, and deliver measurable value.
- Tracking ROI matters — if you can demonstrate that your audio content drives outcomes (brand lift, conversion, retention) you’ll stand out in a landscape where many are focusing on flashier but less‑efficient channels.
How to Turn This Into Action
- Build clear metrics: Track listener counts, completion rates, conversion (if relevant), and link them to revenue/brand outcomes—because the ROI story is what cuts through.
- Educate potential partners: When you pitch your podcast or audio channel to advertisers or sponsors, bring the data that shows audio’s ROI potential (e.g., CRA‑Nielsen data) and position yourself as a cost‑effective alternative.
- Leverage audio + podcast hybrid formats: As the line between podcasts and radio continues to blur, offering campaigns or branded segments in your show can tap into this large‑ROI channel.
- Focus on unique advantages: Local podcasters, niche‑topic creators, or those with strong audience engagement have a differentiator — show how your audio content drives attention and action.
Final Thoughts
The CRA study is a reminder that marketing decisions often follow what feels trendy rather than what works. For those involved in podcasting, audio‑production or branded audio content, the takeaway is clear: audio is under‑recognized, but high‑impact. By proving your value, building measurement into y
