What does silence cost you?
Brands without sonic assets leave measurable advertising effect on the table. Set your budget, pick your channels. The model does the rest, and shows its work.
of your spend works below its potential without sonic assets. Every year. Quietly.
Model, in one breath: budget × audio-touched share of your channel mix × a conservative under-performance factor.
| Audio-touched share per channel | TV/Streaming 85 % · Social 60 % · Radio 100 % · Podcast 100 % · Display 30 % |
| Under-performance factor | 25 %, deliberately far below what the studies imply |
Why conservative: Ipsos measured ads with sonic brand cues at 8.5× branded attention and audio assets at 3.44× the effectiveness of visual assets; Kantar BrandZ links strong sonic assets to 76 % higher brand power. If we assumed those multipliers directly, the number below would be several times larger. Sources: Ipsos, Kantar BrandZ.
The model is an estimate for orientation, not an audit. The audit exists too. It takes 15 minutes.
The calculation as a PDF, plus your industry benchmark.
Your inputs, the full model, and where you sit against your industry.
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