ARN launches neuroscience lab to study audio impact
Australian Radio Network (ARN) has launched an in-house media research unit to study how advertisers can take advantage of audio.
The radio company said the ARN Neuro Lab can be accessed by clients to assess and optimise the creative impact of radio, music, and podcasts.
“The launch of the ARN Neuro Lab reinforces our ambition to be the leaders in defining audio,” ARN CEO Ciaran Davis said.
“It’s the first in-house media facility of its type in Australia and demonstrates our commitment to helping our commercial partners maximise the impact of their investment in audio while arming ARN with a better understanding for how radio, music and podcasts can be used together to meet the audio needs of all Australians.”
The ARN Neuro Lab has already conducted its first study, ‘Sound You Can See’, which involved examining how audio influences consumer engagement, mood, and attitude towards brands.
Justin Stone
The research took place across this year, and showed that listening to ads across two audio formats led to a 200% increase in attention and 134% uplift in memory. Audio can increase memory for out of home and TV messages by an average of 35%, the study – whose full findings will be published next year – revealed.
The neuro lab implements a neuroscientific research approach, and is led by ARN’s director of research and insights, Justin Stone, and research and neuroscience specialist, Dr Shannon Bosshard.
“The ARN Neuro Lab will be a powerful resource for our commercial and content teams alike,” Stone said.
“We are aiming to give clients a greater depth of customer insight and help to evaluate, then optimise, the content they use to connect with audiences. Combined with our existing qualitative and quantitative methodologies the work we do through the Neuro Lab will give ARN and its clients a significant advantage by delivering an unparalleled understanding of how audio can achieve the results we desire.”
Dr Bosshard
Dr Bosshard added that launching the lab is a “career highlight”.
“Much of the work we plan to roll out this year will be global-firsts, and will help ARN be at the forefront of audio excellence. The results we’ve seen from our first few projects are encouraging and will further reinforce the power of audio as a means for human connection.”
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Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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