Outcome from radio attention research revealed

Adelaide-based audience measurement company Amplified Intelligence has completed a radio attention study commissioned by CRA, making Australia the first market globally to have radio data included in Amplified Intelligence’s dashboard. The company’s founder, Professor Karen Nelson-Field, presented key findings at the recent Audio Unlimited conference in Sydney.

Dr. Nelson-Field said, “Overall, we saw live radio advertising increases brand choice by 20%. The study also revealed the top three radio ad categories based on listener attention were auto, quick service restaurants and retail.”

The research revealed that audio advertising produces strong Short-Term Advertising Strength (STAS) across various categories.

This finding should support the greater use of radio advertising by media buyers.

CRA chief commercial officer Jo Dick 

CRA chief commercial officer Jo Dick said, “Professor Field’s research demonstrated that commercial radio performs strongly compared to other mediums. This finding should support the greater use of radio advertising by media buyers. This research will help our partners understand the drivers of attention to improve their campaigns to connect their brands with radio listeners on a deeper level. It will also support advertisers with all facets of developing powerful audio campaigns from media planning and budget allocation to creative execution.”

While attention measurement is an area of advertising intelligence that has exploded recently, it is usually limited to viewable, audio-visual media. This attention study collection is the largest of its kind across the Australian radio industry and used Amplified Intelligence’s proprietary machine learning models to measure the attention generated by ads and content across different timeslots, unique ad formats and programs.

Amplified Intelligence will include radio in its media planning product, attentionPLAN, from the first quarter of the 2023 calendar year.

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