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New Partner Intelligence research from Omnicom Media Intelligence and iHeartMedia shows that evolving audio formats are delivering measurable impact across the funnel, from awareness to conversion.
The study found a +22pt lift in unaided ad recall among in-market consumers, while host-read ads drove a +20pt increase in likelihood to purchase within a week, highlighting the influence of trusted voices and deeper listener connection.
As audio continues to grow as a core part of daily media consumption, the takeaway is clear: combining trusted voices with smart creative is helping brands drive stronger engagement and faster action.
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