In an era where consumers are constantly bombarded with advertisements, standing out in their minds can be a challenge for brands. But what if the secret to increasing brand recall and driving growth lay in something as simple as sound? Radiocentre Ireland commissioned research to explore how audio can support strategic brand growth by increasing a brand’s mental availability, a key factor in brand recall and consumer decision-making.
The research drew inspiration from the framework of “How Brands Grow” by Byron Sharp, which emphasizes the importance of mental availability and category entry points (CEPs) in driving brand success. CEPs represent the various associations that influence a consumer’s decision-making process, from consumption situations (e.g., eating breakfast) to location-based triggers (e.g., being at work) and even emotional cues (e.g., feeling hungry). Brands that are linked to a broad range of these entry points tend to be top-of-mind when consumers are making purchasing decisions.
The study sought to determine how audio could affect three critical measures of brand growth:
- Mental Penetration: The percentage of consumers associating a brand with at least one category entry point.
- Network Size: The average number of category entry points associated with the brand.
- Share of Mind: The proportion of all category entry points associated with the brand.
To test this, the research involved three product categories: laundry detergent, processed meats, and fast food restaurants. A sample of 2,700 respondents was divided into three groups. Each group was exposed to different advertising formats during commercial breaks in the content they were watching or listening to. Some saw only audio-visual (AV) ads, others heard only audio ads and a control group received no advertising related to the test brands.
Results: The Impact of Audio Advertising
The results highlighted the effectiveness of audio in driving brand growth.
- Mental Penetration:
The study found that mental penetration increased by 6% for those exposed to both AV and audio ads compared to those who saw unrelated ads. While the brands were already well-known, exposure to advertising content, particularly in audio format, made consumers more likely to associate the brand with relevant category entry points, boosting mental availability.
- Network Size:
The research demonstrated that combining audio with AV advertising significantly expanded the network of positive brand associations. Respondents exposed to both formats had a higher mental reach, as indicated by a broader range of category entry points linked to the brand. The data showed a clear pattern: AV ads alone increased network size, but adding audio ads pushed the network size even higher showing the power of audio to boost a brand’s mental footprint.
- Share of Mind:
When it came to share of mind, the results were even more telling. Brands exposed to AV ads had a 12% higher share of mind than the control group, and this figure jumped by another 10% for those who heard audio ads in addition to seeing AV ads. This highlights how audio can significantly amplify a brand’s presence in a consumer’s mental landscape, especially when combined with visual elements.
Key Insights and Implications
The research underscores the importance of audio in the modern advertising mix. While visual ads are powerful, combining them with audio can significantly boost a brand’s mental availability and deepen consumer associations with key category entry points. This, in turn, drives share of mind, among potential buyers.
Additionally, the effectiveness of audio was heightened by consistent sonic branding and the use of well-known voices, particularly in the laundry detergent and processed meat categories. This suggests that creative execution plays a critical role in maximizing the impact of audio advertising.
Radiocentre Ireland’s study demonstrates that audio advertising is a vital tool for brands aiming to increase mental penetration, expand their network of associations, and improve their share of mind. Brands that leverage both audio and visual advertising together are better positioned to grow their mental availability and enhance their overall brand growth strategy.
egta members can view the presentation of the study at the 2025 Market Intelligence Meeting (MIM) here.