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# CMO Perception vs ROI Reality: Radio’s Hidden Marketing Advantage
- URL: https://www.podcastvideos.com/cmo-perception-vs-roi-reality-radio-opportunity/
- Published: 2025-11-17T21:00:24.000Z
- Updated: 2025-11-17T21:00:23.000Z
- Description: Despite delivering about $2 in return per ad dollar, radio is under‑leveraged by marketers — a gap creators and podcasters can exploit.
- Author: Staff Report
- Tags: Business, Marketing, Publishing

[According to CRA](https://cra.au/cmo-perception-vs-roi-reality?ref=podcastvideos.com), 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](https://www.podcastvideos.com/articles/strategic-influencer-onboarding-2025/)) 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](https://www.decisionfoundry.com/marketing-data/articles/marketing-roi-mastery-strategies-for-success/?ref=podcastvideos.com) 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