eMarketer Reports Advertisers Have Difficulty Measuring Audio ROI

This week’s Cumulus Media | Westwood One Audio Active Group® blog includes findings from a new report from eMarketer that revealed advertisers perceive ROI is difficult to measure. It then outlines a wide array of studies from firms now quantifying audio sales effect, brand lift, search and site attribution, and creative effectiveness, proving that audio has entered a golden age of measurement.

• Advertisers indicate their primary audio strategy is focused on awareness, consideration, and brand favorability, which is measured by a bevy of brand lift measurement firms
• Major ABCS Insights study commissioned by iHeart reveals digital audio and AM/FM radio drive significant sales effect
• Affinity Solutions: A digital audio campaign across a wide array of publishers generates strong lift in shoppers, average shopper spend, and total sales for a major retailer
• AM/FM radio Media Mix Modeling breakthrough: As-run actual GRP deliveries deemed superior data inputs versus prior submissions of planned media weight, according to John Fix ex-P&G analytics chief
• Podscribe Podcast Performance Benchmark Report: A huge treasure trove of podcast sales conversion norms and ROIs by industry and podcast genre quantify measurable impact
• CMO survey reveals audio is dead last in perceived effectiveness while WPP Media and Circana Media Mix Modeling global studies reveal AM/FM radio and podcasts lead most media for return on advertising spend.

To read the full blog post by Pierre Bouvard, Chief Insights Officer, Cumulus Media | Westwood One Audio Active Group®, visit: https://www.westwoodone.com/blog/2026/02/17/emarketer-reports-advertisers-have-difficulty-measuring-audio-roi-marketers-mistakenly-believe-brand-campaigns-should-be-evaluated-with-lower-funnel-measurement-akin-to-testing-a-spanish-class-with/. To view a 19-minute video of the key findings, visit: https://www.youtube.com/watch?v=7rdlaTwL3Xk.