A recent study conducted in the United States by Quantilope and commissioned by Quu Inc. found that visual ads displayed on car dashboard screens during radio programming can significantly enhance consumer engagement and purchase intent.
The research assessed Quu’s Content Partnership sponsorship on the Quu Visual Network across six national brands and found consistent full-funnel outcomes. Notably, among heavy radio listeners, purchase intent increased by 89%, brand familiarity by 50%, and slogan familiarity by 57%. Additional metrics included a 58% rise in brand favorability, a 56% increase in purchase consideration, and a 64% boost in brand usage.
According to Quu, the study confirms that static, in-dash visuals presented without accompanying audio can enhance radio’s effectiveness by reinforcing brand messaging and prompting consumer action. “This study confirms that visuals displayed on dashboard screens move consumers from awareness to action,” said Steve Newberry, CEO of Quu.
This study confirms that visuals displayed on dashboard screens move consumers from awareness to action
Steve Newberry, CEO of Quu
A strong message to advertisers
Sam Rogers, executive vice president of QuuVN, added, “This research sends a strong message to advertisers, especially national brands, that visuals displayed on the radio dramatically increase purchase consideration, intent and usage.”
The study, conducted in March and April 2025, involved 1,219 respondents. It measured the impact of visual-only ads across 374 radio stations in 75 U.S. markets, representing six sectors: convenience retail, consumer packaged goods, insurance, financial services, automotive aftermarket and quick-service restaurants.
Quu states that each brand tested received, on average, more than 2,000 minutes of visual screen time per station and approximately 4,000 monthly visual impressions. The ads appeared without accompanying commercial audio, isolating the influence of the visual element on consumer behavior.
You can see the report here.
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