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 above 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.
What the number puts a figure on
The result puts a figure on the part of your media budget that runs without acoustic recognition and therefore stays below what the same amount would achieve with it. It appears nowhere in your accounts. Whether it applies in your case depends on things the calculator does not know: your category, your competition, and whether your spots run with sound at all.
Why radio and podcast sit at 100 percent
The audio-touched share per channel is the second lever in the model. For radio and podcast it sits at 100 percent, because there is nothing there but sound. TV and streaming stand at 85, social at 60, display at 30 percent. These values are assumptions of the model and not a measurement of your campaigns. Anyone who rates them differently for their situation adjusts the number up or down accordingly.
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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