Radiocentre Ireland's first webinar of 2025 focussed on the reason behind P&G's significant increased investment in audio advertising in the U.S market. John Fix, the person who led P&G's shift to audio, outlined the framework deployed to manage the change and measure success. John enjoyed a 27-year career at P&G which spanned Engineering, R&D, Market Research and Marketing, giving him a very well-rounded view of products and branding. In his role as a media analyst, he held responsibilities at P&G for the analysis and selection of media measurement applications, creative testing, lift tests, attribution and planning tools.
John outlined a 5 point audio framework to activate and measure success.
- What does audio contribute to a media plan?
- Can audio work without sight and motion?
2. Can audio be planned and purchased at scale?
- Is audio integrated correctly into planning tools and systems?
- Is there a network structure that supports large scale buying?
3. Are there creative best practices for getting audio right?
- On air reads vs recorded spots, audibility
- Duration
- Branding
- Sufficiency - ensuring a brand buys enough weight of activity
4. Can audio be measured?
- Is there sufficient data to support audio's effectiveness?
- Can audio support sales lift tests?
- Market mix modelling data
5. Is the brand sufficiently set up for audio success?
- Creative testing
- Use of iconic distinctive audio assets (e.g. "the jingle")
- Sonic branding
You can watch the webinar by clicking the button below.
