Cumulus Media Chief Insights Officer Pierre Bouvard outlines radio’s impressive return on investment (ROI) using the 24%-18%-58% rule. According to the study “Profit Ability 2: The New Business Case for Advertising,” 24% of advertising’s profit returns are immediate, happening within the same week of airing, 18% occurs within weeks two to thirteen, and 58% spans from fourteen weeks to two years. This suggests that advertising on radio has a significant long-term impact, building future demand even when consumers aren’t immediate buyers. The study indicates that every dollar spent on audio advertising yields $3.12 in profit within the short term and $6.29 over two years. This positions audio as a highly effective medium for advertisers, outperforming most other media, including digital platforms.