WARC just released its latest report, The Multiplier Effect, and it’s already generating buzz across the marketing world. Developed in collaboration with Analytic Partners, Prophet, BERA, and System1, the report makes a strong case for what many marketers have already discovered firsthand: the most successful brands aren’t choosing between brand and performance. They’re combining them. And Audio is playing a key role in making that possible.

The study draws on data from more than 1,000 brands and includes powerful real-world examples that highlight just how effective Audio can be.

Take Saatva, for instance. The direct-to-consumer mattress brand shifted part of its investment from paid search to radio and podcast advertising. That move led to a spike in branded search, stronger revenue, and better margins, even as their overall category was in decline. Audio wasn’t just supporting awareness. It was delivering real revenue results.

The report also sheds light on a big gap in the way many marketers measure media impact. Attribution models often over-credit channels like paid search and under-credit the influence of Audio. In fact, up to 30 percent of search clicks are actually driven by exposure to other media like video and Audio. But because those actions happen upstream, they rarely get the recognition they deserve.

This aligns with insights we shared in a recent article, “What’s Driving 18% of Search Activity? Audio”, which breaks down how Audio drives branded search not just immediately, but weeks after initial exposure. Based on Oxford Road’s analysis of $400 million in Audio spend, the study found that nearly 1 in 5 branded search actions can be traced back to Audio, especially when marketers take an always-on approach.

What sets Audio apart is its ability to drive both long-term brand growth and short-term sales. It helps build emotional connection and memory structures that influence buying behavior, while also encouraging immediate action when paired with tactics like search. That’s the essence of the multiplier effect: brand times performance, working in tandem.

Some key takeaways from the report:

The highest-performing brands typically dedicate at least 30 percent of their budget to equity-focused campaigns, which often includes radio and digital Audio.

What are leading marketers doing differently? They’re embracing Audio as a full-funnel tool, not just a branding vehicle. They’re investing in better measurement practices that reflect Audio’s true value. They’re building creative strategies that work across channels. And most importantly, they’re bringing brand and performance teams together to work from shared goals.

As WARC’s report puts it, it’s not brand plus performance. It’s brand multiplied by performance. And Audio is one of the most powerful ways to make that equation work.