New Amplified Intelligence attention study finds radio advertising increases brand choice by 20%

The results of Amplified Attention’s first-ever radio attention study, commissioned by Commercial Radio and Audio (CRA), were revealed at the CRA’s Audio Unlimited conference on Friday.

Presented by Amplified Attention CEO, professor Karen Nelson-Field, the research revealed audio advertising produces strong Short Term Advertising Strengths’ (STAS), across a range of categories.

Dr Karen Nelson Field at Audio Unlimited on Friday

Nelson-Field said: “Overall, we saw live radio advertising increases brand choice by 20%. The study also revealed the top three radio ad categories based on listener attention were auto, quick service restaurants and retail.”

The study makes Australia the first market globally to have radio data to include in Amplified Intelligence’s media planning product, attentionPLAN, with attention measurement previously having been based upon viewable audio-visual media only (digital and TV/Video). The radio data will be available in attentionPLAN from the first quarter of the 2023 calendar year.

The attention study collection is the largest of its kind across the Australian radio industry and utilises Amplified Intelligence’s proprietary machine learning models to measure the attention generated by ads and content across different timeslots, unique ad formats and programs.

“Karen has gained international advertising renown for her pioneering work on attention metrics. Professor Field’s research demonstrated that commercial radio performs strongly compared to other mediums and this finding should support greater use of radio advertising by media buyers,” said CRA chief commercial officer, Jo Dick.

“This research will help our partners understand the drivers of attention in order to improve their campaigns to connect their brands with radio listeners on a deeper level.”

“This will support advertisers with all facets of developing powerful audio campaigns from media planning and budget allocation to creative execution,” she added.


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