Opening Radiocentre Ireland's Sounding Out 2026, CEO Ciarán Cunningham reflected on the extraordinary evolution of audio and its enduring ability to connect with audiences.

He began by sharing two personal experiences, separated by decades. The first was hearing Bruce Springsteen's Thunder Road on the radio for the first time as a young man, a moment that left a lasting impression. The second was listening to a recent podcast demonstrating how an AI agent could independently order and pay for someone's lunch.

Two very different experiences, but both illustrating audio's ability to surprise, engage and create lasting memories.

Cunningham argued that while technology has transformed audio, its fundamental power to connect with people remains unchanged. Audio has continually evolved, creating new opportunities for advertisers to reach audiences anytime, anywhere.

He highlighted the strength of audio in Ireland, with 3.5 million people listening to radio every day, alongside the continued growth of digital audio.

For advertisers, Cunningham identified three key strengths of audio: reach, resonance and results.

Reach provides brands with access to large audiences, a critical ingredient for brand growth.

Resonance reflects audio's unique cultural influence. Music creates memories and shapes identities, while radio and podcasts build relationships through trusted voices, authentic storytelling and shared experiences.

In an increasingly algorithm-driven and AI-powered world, Cunningham argued that authentic human connection and trust are more important than ever. He also highlighted the responsibility advertisers have in supporting trusted media, recognising that media organisations do not simply reflect society but help shape it.

Results formed the third pillar, with Cunningham highlighting new international research demonstrating audio's contribution to business performance, brand growth and trust, alongside new Irish research examining audio's influence on online search behaviour.

He concluded by setting the scene for a morning of insights from leading international marketing thinkers, exploring the evidence behind audio effectiveness, the importance of creativity and the opportunities for brands to harness the full power of audio.

You can view this talk by clicking the button below.