Radio & Music News Weekly
YouTube & Connected TV Match Radio Attention For Less
Spend
ADELAIDE, an attentiveness measurement firm, released a study showing that AM/FM radio ads generate attention comparable to TV ads and surpass certain social media platforms.
The study analyzed attentiveness across different media platforms using ADELAIDE’s “Attention Unit” (AU) score. It found that businesses would need to spend twice as much on digital ads on platforms like TIKTOK, SNAPCHAT, LINKEDIN, and REDDIT to achieve the same level of attention as $1,000 spent on AM/FM radio ads. Platforms like YOUTUBE and connected TV required less than $1,000 to match radio’s attention score.
Despite not having video, audio platforms like AM/FM radio performed nearly as well as TV in capturing attention, challenging the assumption that video ads are more effective than audio ads.
ADELAIDE CEO/Co-Founder MARC GULDIMANN said, “We’re seeing a lot of demand for data that shows how well ads work. Audio ads, like those on radio, are proving to be more effective than many thought.”
Sam Weaver Media Analysis -Pros & Cons:
Pros: The study shows that audio ads on platforms like AM/FM radio and podcasts can capture as much attention as TV ads. This makes audio a valuable option for advertisers.
Cons: The study might not fully reflect the habits of younger audiences who spend more time on digital platforms. People aged 25-35 may engage with ads differently, so the results may not apply as strongly to them.
Conclusion:
The study suggests that audio ads, including AM/FM radio, offer an effective way to capture attention, similar to TV. While younger audiences may favor digital platforms, audio ads still provide strong opportunities for advertisers.
Read the study, here.