Study: Listeners Pay More Attention To Ads On AM/FM Than Pandora Or Spotify

Pierre Bouvard On The Importance Of Ad Engagement

In the latest post on its blog, WESTWOOD ONE Chief Insights Officer PIERRE BOUVARD cited a CRITICAL/MARU study that found that only 54% of PANDORA and SPOTIFY listeners pay attention to the ads, while in comparison, an average 84% of the AM/FM radio audience hears the ads when they listen to AM/FM radio at home, at work, or traveling in the car.

BOUVARD reasons that the disparity is due to the online competition mostly used in the home, where it serves a essentially background music. They're not used nearly as much in the car as AM/FM stations.

"In order for advertising to be effective, consumers need to be exposed to ads," BOUVARD concludes. "When purchase decisions are made, shoppers think of brands or retailers they know. Ads boost top of mind awareness. To see cash register impact, advertisers need to be in the heads of their shoppers. But first, listeners have to hear the ads."

Read the entire post here.

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