In an age where many people's attention spans are limited to 30-second video clips, there is still a prime place for radio. A recent study from Dentsu, one of the world's largest and most prominent media agencies, revealed that not only is radio still one of the best ways of communicating a message but it offers some of the most impressive marketing returns.
The Study: Lumen AM/FM Radio and Podcast Attention Study from Dentsu
The Dentsu study, which was published in August 2023, compared podcasts and AM/FM radio ads with all manner of visual ads in order to determine which medium is better suited to audience attentiveness. These statistics reveal that audio communications are just as powerful as forms of visual advertising, and in many cases, even more so. From the power of podcasting to the effectiveness of TV communications, the study is a veritable goldmine of information for those looking to gain insight into various forms of marketing methods.
The Results
There were three primary findings in the Dentsu study, all of which have significant implications for businesses in all industries. The first finding determined that audio has +56% greater attentiveness scores versus Dentsu norms and +128% stronger than TV, while the second revealed that audio generates +8% higher brand recall versus Dentsu norms and +14% greater than online video and display.
Finally, AM/FM radio is eight times more cost-effective than TV and eleven times more cost-efficient than Dentsu's "attention cost per thousand" media benchmark. As part of this finding, podcasts were determined to be +43% more cost-efficient than Dentsu's "attention CPM" norm. Listeners are as likely to turn to audio entertainment as much as TV or streaming. As the Dentsu study reveals, the vast majority of people use audio for news, weather, and entertainment, especially podcasts, with podcasts enjoying the highest concentration levels.
These findings connect to the Attention Pathway, which is defined by the Association of National Advertisers as a three-stage approach to capturing and holding the attention of an audience.
"Get Noticed"
The first step in the Attention Pathway is "Get Noticed," which is all about how likely an advertiser is to capture the attention of their target audience. The best quality placements will attract the most attention. The right media placement determines how likely an audience is to see the intended message, but the quality of that message will do the most to retain their attention.
"Hold Attention"
"Hold Attention" is the second step in the Attention Pathway, and deals with the likelihood that an ad can retain interest and keep the viewer (or listener) focused on the ad. This is heavily dependent on the type of media that is used in the ad, but it can often be measured by using duration. Other elements to consider for holding attention include using a high-quality creative, original copy, and stable media placement.
"Impact Memory"
The way for an advertiser to take root in a viewer's mind is through the power of memory. The ad must deliver a message that is memorable, whether through the use of humor, statistics, or pathos, affecting both the short and long-term memory of the person watching or listening to the ad. Once the ad has managed to plan itself in the memory of the listener, they will be far more likely to reach out to the advertiser in search of their product or service.
What Do These Results Mean?
The numbers do not lie. As revealed by the Dentsu study, audio is more vital than ever before, not just for entertainment, but for advertising as well. With so many listeners paying attention to podcasts and other audio shows, businesses that want to tap into new demographics can benefit from advertising through audio ads as well as video ads. If you are interested in reaching new demographics and growing your business, Mid-West Family can assist.
Contact Mid-West Family for Assistance with Audio Marketing
Broadcast radio marketing is the most cost-effective, innovative way to reach new markets and connect with your audience. As revealed by the Dentsu study, audio advertising is a prime way to capture the attention of listeners around the world and in your local market, introducing them to your products and services and fulfilling their unique needs.
Whether you're new to the world of audio advertising or want to hone your strategy, Mid-West Family can assist. Mid-West Family South Bend is a full-funnel marketing company that helps businesses clarify and develop their authentic voice through personalized campaigns that are guaranteed to attract attention and raise more awareness.
If you want to achieve greater advertising results and broadcast your message to more people, Mid-West Family is here to help. Contact Mid-West Family South Bend to learn more about our services and to get started with your personalized marketing strategy session!
