How brands can create audio advertising that stirs the passions and drives business profits
Listen Up! is the first to define right- and left-brain creative features for audio advertising. Using brand and emotional data collected from over 50,000 radio and non-radio listeners across 10 years, this landmark publication from System1 and Radiocentre is uniquely placed to share how to make effective radio ads that can deliver long- and short-term results in an ever-evolving media landscape.
"Listen Up! demonstrates how radio is the ideal environment to entertain for commercial gain. The creation of mental availability, trust & behaviour change with right-brain creative features can inspire a new generation of audio advertising."
Andrew Tindall
Listen Up! Author; Global Director, System1
Our research, presented at HEARD 2025 by Andrew Tindall, revealed how brands can unlock radio’s full potential by leveraging Creative Fluency – ads that create strong emotional connections, boost memorability, and seamlessly integrate brand assets through sonic branding. The study reinforced Mark Ritson’s finding that allocating 11% of a media budget to radio can double campaign effectiveness.
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Listen Up! is filled with powerful insights to help advertisers understand and improve their audio advertising effectiveness.
Audio advertising can produce long-term brand effects on par with, or greater than TV advertising.
Radio ads that make listeners feel more positive drive consumer behaviour change and deliver longer-lasting brand effects.
Well-branded radio advertising creates double the trust-building effects.
Right-brain audio creative features are more associated with listener memory and emotion than left-brain features.
Plus, get access to:
Newly defined right- and left-brain creative features for audio advertising, from Andrew Tindall, drawing from Orlando Wood’s research with the IPA.
Case studies and examples from brands excelling at radio advertising to inspire your next campaign.
Listen Up! is a joint research project with Radiocentre – the voice of commercial radio.
Test Your Ad Audio determines the short- and long-term impact of audio advertisements for radio, podcast and other platforms. You can test audio ads in draft or finished formats among the general population and custom audiences. Get access to your ad’s FaceTrace(R), a cumulative second-by-second emotional journey based on listeners’ responses, left and right-brain features, types of happiness, reasons for emotion and more!
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