A study by Oxford Road reveals that radio and podcast advertising boosts branded search activity by an average of 18%, with some brands seeing increases over 40%. Analyzing over $400 million in audio ad spend across 30 years, the research underscores audio’s ability to drive immediate responses and long-term engagement, making it a critical component of full-funnel marketing strategies. The study found that audio advertising impacts branded search within a week of exposure, with 80% of brands showing a 97% confidence level in week-of correlations. Business-to-business brands benefit from delayed effects due to longer consideration cycles, while consumer brands see immediate but shorter-lived impacts. Consistent audio investment delivers stronger long-term results, though diminishing returns occur with excessive spending. Audio accounts for 18% of branded search volume on average, proving it is a key driver of discover ability and consumer action. Oxford Road emphasizes that strategic, sustained audio campaigns maximize marketing effectiveness.