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Radiocentre The industry body that regulates commercial radio has announced new research conducted with System1 regarding the emotional impact and efficacy of <\/span>audio advertising<\/span><\/a>.<\/span><\/p>\n In today’s Tuning In conference, findings of research titled Listen Up! Audio advertising’s emotional resonance, effectiveness, and short- and long-term results for brands were analyzed.<\/span><\/p>\n <\/p>\n Radio was determined to be “as likely” to cause a lasting emotional response as television advertising, and the score for the average effectiveness over time in the System1 database was similar for both, with a score of 2.4 ratings out of 5.9.<\/span><\/p>\n <\/p>\n Audio advertisements that created listeners with “more positive emotion” and less negative emotion triggered “significantly more consumer action change,” such as the purchase of a brand and its use.<\/span><\/p>\n Meanwhile, ads with more “right-brain” features like character storytelling, storytelling, a sense of place, and intimate drama evoked an increased level of positive emotion. This attracted attention from larger audiences and helped to create stronger memories, which increased the likelihood of having lasting effects on the brand.<\/span><\/p>\n <\/p>\n The reactions of consumers to audio ads were analysed in System1’s latest “Test Your Ad Audio” tool. It was based on the effectiveness of radio data gathered by Radiocentre over 10 years. The Radiogauge data included 55 different campaigns, which included 131 distinct radio advertisements across 30 distinct product categories and covered a combined audience of 50,000 listeners, both radio and commercial. The tool was also described as aiding advertisers in comprehending and improving the creative efficacy of audio advertisements by collecting the emotions of real people and the data on brand recognition in just 24 hours without placing their advertisements on air.<\/span><\/p>\n <\/p>\n The ads were evaluated to determine their long-term impact through positive emotions (star rating) and short-term efficacy based on the intensity and speed of the listeners’ emotions after listening (spike rating) as well as the percentage of accurate brand attribution after having listened to the ad for the first time (fluency score).<\/span><\/p>\n Andrew Tindall, creative and media director of partnerships for System 1, said this study could be “the first time” left and right brain thinking has been incorporated into audio ads that are usually used in TV advertisements as well as isolated audio elements for each such as command-based actions including data and figures and technical languages, to characters who are lively telling stories and music that can be heard with distinct tunes.<\/span><\/p>\n <\/p>\nAudio’s left and left-and-right brain first.<\/span><\/h2>\n