New Brain Research Demonstrates High Effectiveness of Radio Advertising
September 30, 2014 at 8:13 AM (PT)
iHEARTMEDIA has released results from a study conducted in partnership with neuromarketing firm NEURO-INSIGHT, which uses its patented brain imaging technology, "Steady-State Topography (SST)," to measure how the brain responds to communications, including a broad spectrum of content and advertising. In this study, NEURO-INSIGHT’s research showed radio outperforming television -- and radio advertisements in particular -- outperformin TV ads for the same brands.
NEURO-INSIGHT tested eight advertising campaigns with parallel radio and television versions across the automotive, financial services, insurance, consumer packaged goods, quick-service restaurants, entertainment, retail and telco categories. In seven of the eight test cases, radio ads returned much higher results than TV in Memory Encoding at key branding moments. For advertisers, Memory Encoding at branding is the key to a successful ad campaign.
Radio was also more effective than TV in converting content engagement into Memory Encoding during advertising breaks -- indicating better content-ad interaction and stronger impact on consumer choice and behavior for radio ads as compared to the tested television ads.
“These findings from NEURO-INSIGHT represent significant scientific evidence that radio’s ability to engage consumers -- and influence them to purchase -- can far outperform other media,” said iHEARTMEDIA EVP/Insights Dr. RADHA SUBRAMANYAM. “If advertisers want their messages to truly register with consumers -- and drive their purchasing behavior -- they need to make radio a significant part of their media budgets.”