In the ever-evolving world of advertising, the question of which media platforms command the most attention—and ultimately deliver the best return on investment—continues to dominate conversations among marketers and media buyers. Recent studies have shed light on the effectiveness of various advertising platforms, with AM/FM radio emerging as a strong contender, rivaling both social media and TV in terms of attention garnered per dollar spent.
Understanding Advertising Attention
The Advertising Research Foundation (ARF) defines advertising attention as “the degree to which those exposed to the advertising are focused on it.” Essentially, it measures how well an ad captures and holds the audience’s attention, which is critical for the ad’s impact on memory and, ultimately, consumer behavior.
Adelaide, a leading attentiveness measurement firm, has developed an “Attention Unit” (AU) score, which allows for the comparison of advertising attention across different media. Their findings challenge some long-held assumptions about the relative effectiveness of various advertising channels.
The True Cost of Advertising Attention
According to Adelaide’s analysis, a $1,000 investment in AM/FM radio advertising delivers a level of attention that would require a much higher spend on other platforms. For instance, to achieve the same level of attention as $1,000 worth of AM/FM radio ads, advertisers would need to spend approximately $2,635 on Facebook ads. This finding underscores the efficiency of AM/FM radio in delivering high attention at a lower cost compared to digital and social media platforms.
Key Comparisons:
- Display Digital Ads, TikTok, Snapchat, LinkedIn, Reddit: These platforms require double the investment to match the attention levels achieved by AM/FM radio.
- YouTube and Connected TV: While these platforms require slightly less than $1,000 to match AM/FM radio, they still lag behind in cost-effectiveness.
Audio vs. Visual: Debunking the Myths
For years, the advertising industry has operated under the assumption that ads with “sight, sound, and motion” are inherently more effective than audio-only ads. However, Adelaide’s AU scores and other recent studies are challenging this belief. Despite lacking visual elements, audio platforms like AM/FM radio generate nearly the same level of attentiveness as TV.
Marc Guldimann, CEO and Co-Founder of Adelaide, highlighted the significance of these findings, stating, “The strong performance of audio formats challenges long-held assumptions and offers marketers a compelling opportunity to maximize effectiveness.”
Adelaide AU Scores: A Closer Look
- AM/FM Radio: Achieves 85% of the attentiveness of linear TV at just one-fourth the cost per thousand impressions (CPM).
- Streaming Audio: Commands 86% of the attentiveness of linear TV.
- Podcasts: Outperform both, achieving 94% of the attentiveness of linear TV.
Lumen’s Insights: Audio Ads Outperform Video
Adding to the growing body of evidence supporting audio advertising, Lumen, another attentiveness measurement firm, conducted a study commissioned by Dentsu, one of the world’s largest media agencies. The study revealed that audio ads not only capture attention effectively but also excel in brand recall—a crucial factor in driving consumer behavior.
The study’s headline in Ad Age—”Audio Ads Outperform Video for Attention and Brand Recall”—is a testament to the power of audio advertising. On an attention CPM basis, audio ad formats were found to be stunningly efficient, challenging the long-held belief that video is always superior.
Amplified Intelligence: AM/FM Radio vs. Social Media
Amplified Intelligence, an attentiveness measurement firm, conducted a study for Commercial Audio and Radio Australia that placed AM/FM radio between social media feeds and high-quality online video in terms of “attentive seconds”—a metric that quantifies the duration of consumer attention.
The study found that AM/FM radio outperformed social media platforms in terms of attention, coming close to video. Interestingly, branding played a significant role in the outcomes, with AM/FM radio showing a wider variation in results based on the strength of the brand being advertised.
Short-Term Advertising Strength (STAS)
Amplified Intelligence also publishes a Short-Term Advertising Strength (STAS) score, which measures how effectively an ad influences brand recall and purchase behavior. The study found that AM/FM radio’s STAS index varied significantly by advertiser category, suggesting that certain brands may benefit more from radio advertising than others.
The Role of Ad Skipping in Attention
A major consumer study conducted by MARU/Matchbox in April 2024 surveyed 1,617 Americans to assess ad-skipping behaviors across different media. The study found that audio platforms—both over-the-air and streaming AM/FM radio, direct mail, music streaming, and podcasts—enjoyed the lowest levels of ad skipping.
Conversely, digital ad formats, such as banner ads, pop-up ads, online video, social media, and emails, experienced the highest levels of ad skipping. This discrepancy highlights the importance of platform selection in maximizing advertising attention and effectiveness.
The Attention Pathway: A Three-Stage Process
The Association of National Advertisers (ANA) outlines a three-stage process known as the “Attention Pathway,” which describes how advertising captures and retains consumer attention:
- Get Noticed: Advertising requires an environment that fosters attention. The quality of media placement plays a crucial role in this stage.
- Hold Attention: Once the ad is noticed, it’s vital to keep the viewer focused. This can be measured using duration and requires both stable media placement and engaging creative.
- Impact Memory: With attention secured, the creative must deliver a brand message that impacts the viewer’s memory, either in the short or long term.
Advertiser Perceptions: The Growing Importance of Attentiveness
Attentiveness has become an increasingly important metric for measuring the effectiveness of media investments. According to a study by Advertiser Perceptions, commissioned by the Cumulus Media | Westwood One Audio Active Group®, 78% of marketers and media agencies now consider attentiveness a crucial factor in evaluating media effectiveness.
Consumer and Marketer Perspectives on Audio Attention
Interestingly, while media agencies and brands recognize the value of audio platforms, they may still underestimate the level of consumer attention these platforms command. The Advertiser Perceptions study revealed that consumers report higher levels of concentration when listening to AM/FM radio compared to music streaming services.
Signal Hill Insights: Audio’s Unique Engagement
The “Radio on the Move” study by Signal Hill Insights, commissioned by Radio Connects, further explored the unique engagement offered by audio platforms. The study found that AM/FM radio satisfies consumers’ need for information and entertainment, while podcasts cater to those looking to learn something new. These “lean in” listening contexts are highly conducive to advertising, as they ensure high levels of consumer concentration.
In contrast, music streaming services are primarily associated with relaxation—a “lean back” activity that makes it harder for ads to be noticed and gain attention.
Implications for Marketers
The findings from Adelaide, Lumen, Amplified Intelligence, and MARU/Matchbox have significant implications for marketers:
- Traditional Media vs. Digital Impressions: Traditional media impressions, such as those from linear TV, print, and audio, are worth more than digital impressions due to their higher levels of attentiveness and lower ad-skipping rates.
- AM/FM Radio vs. Streaming Platforms: AM/FM radio’s CPMs should be valued higher than those of Pandora and Spotify, as radio impressions offer a more “lean in” experience, leading to greater attentiveness.
- Spoken Word Content: The greater proportion of spoken word content on podcasts and AM/FM radio generates higher levels of concentration and attentiveness, making these platforms ideal for advertisers looking to engage consumers deeply.
- High CPMs for Podcasts: Given the high attentiveness levels generated by podcasts, their high CPMs are justified. Podcasts cater to multiple “lean in” consumer need states, such as learning and entertainment, making them highly effective for advertisers.
Conclusion: The Value of Attention in Modern Advertising
As the advertising landscape continues to evolve, the value of attention as a metric for media effectiveness cannot be overstated. Traditional media platforms, particularly AM/FM radio and podcasts, offer advertisers a cost-effective way to capture and hold consumer attention. As digital platforms continue to grapple with high levels of ad skipping and lower attentiveness, audio platforms present a compelling opportunity for marketers to maximize the impact of their advertising investments.
In a world where every marketing dollar counts, understanding the true cost of attention—and choosing the right platforms to deliver it—will be key to driving success in today’s competitive advertising environment.
