Key takeaways from Tuning In North
Opinion
Alongside Radiocentre’s new research, Bauer urged the industry to focus on trusted media, agencies discussed integrating audio into media plans and System1 explored creative consistency.
Last week, brands, agencies and media owners gathered for Radiocentre’s annual Tuning In North conference in Manchester. Radiocentre used the event to launch its excellent Speed of Sound white paper.
From the role social media plays in society to the importance of creative, here are the top takeaways from the event.
Don’t fall asleep at the wheel with social media
In the wake of Unilever announcing that it will spend half of its marketing budget on social media, Simon Kilby, managing director at Bauer Media Advertising, delivered a compelling and timely session warning the ad industry about the dangers of social media.
He highlighted its harmful effects on mental health, diminishing consumer trust and brand-safety concerns.
Using the example of hate speech, Kilby questioned why such content is tolerated online when it would be unacceptable on traditional media. He cited research showing that ads frequently appear next to offensive content on social media, raising concerns about brand safety.
With misinformation, deepfakes and declining trust, Kilby argued that brands face increasing challenges in connecting with audiences.
He also addressed the broader societal impact, linking social media use to anxiety, depression and poor sleep. Sharing his experience as a parent, he warned against ignoring these risks. Furthermore, Kilby urged the industry to act responsibly and preserve high-quality content rather than fund platforms contributing to the mental health crisis.
Bauer will launch a new campaign for its ongoing Where’s Your Head At? initiative during Mental Health Awareness Week in May.
Advertising at the Speed of Sound
Radiocentre CEO Matt Payton and head of insight Donna Burns presented new research into the commercial audio market. Speed of Sound offers an extensive guide to the UK’s ad-funded audio market, highlighting its growth and the critical role of commercial broadcasters.
For example, it found that ad-supported radio, podcasts and music streaming reach 76% of UK adults weekly — an increase of 5.3m listeners across six years. Smart speakers and connected devices have fuelled this growth, with 44% of UK adults listening to ad-funded connected audio weekly. Audio ad revenue grew 5.5% year on year to £863.4m by Q3 2024.
More details on the report can be found here.
Payton also led a panel discussion with Kilby, Carat AV partner Gemma Lee, Wavemaker North deputy MD Kate Bradbury and PHD Manchester managing director Jon Kershaw, highlighting how recent restructuring of buying teams into more generalised roles — responsible for all AV purchasing — allows them to better integrate audio into media planning.
This shift ensures that audio is presented as a key part of the broader media mix, rather than relegated to a brief mention at the end of client pitches.
The panel noted that podcasts account for only 11% of commercial audio listening, yet they remain disproportionately represented in audio media plans. Lee acknowledged that while podcasts are a valuable component of any campaign, their frequent inclusion can often be driven by client demand rather than strategic requirements.
Finally, Kilby remarked that further collaboration between Bauer and the likes of Global is key to growing the sector even further.
The magic of compound creativity
Andrew Tindall, System1’s senior vice-president, global partnerships, delivered an excellent run-through of its recent research on the importance of creative consistency to brand success.
Referencing one of the north’s most famous brands — Yorkshire Tea — throughout, Tindall highlighted that consistent brands produce higher-quality creative work and see increased effectiveness over time. Inconsistent brands show no improvement in creative quality year over year. Keeping ads on air longer and maintaining agency relationships enhances effectiveness.
The sentiment was echoed earlier in the day. Arafa Heneghan, director of brand at another northern powerhouse brand, AO, highlighted how the company’s consistent take on The Ramones’ Blitzkrieg Bop has been a cornerstone of its advertising since rebranding in 2013.
Ben Knowles is audio product manager and business analyst at Adwanted UK, parent of The Media Leader