Home Login RADIO ONLINE RSS Facebook
Find Radio Online
AM FM HD

Advertisement

Study: Air Personalities Drive Advertising Effectiveness


Westwood One
Westwood One

It is commonly accepted wisdom that talent reads by podcast hosts or AM/FM personalities drive brand impact and sales effect. Now, a new study from System1, a creative effectiveness measurement firm, uncovers how talent-reads impact a brand's market share and short-term sales effect. The findings are highlighted in this week's Cumulus Media | Westwood One Audio Active Group blog.

  • Host-voiced ads tested among the podcast audience generate an additional star rating versus the general population

  • Among the podcast audience, the host-read ad generates a happiness score 2X greater than that of the general population

  • System1 short-term sales effect spike rating grows 16% to 18% among podcast listeners exposed to the host-read ad versus the general population

  • Dentsu: Audio ads outperform video for attention and brand recall, according to Lumen study

  • MAGNA/Vox Media: Podcasters are more influential than social media influencers

  • Jacobs Media Techsurvey 2023: Personalities outpace music as the main reason for listening to AM/FM radio

  • MARU/Matchbox: Listeners feel connected to their favorite AM/FM radio DJs, personalities, and shows

  • Extraordinary levels of audio attentiveness combined with host engagement means the lowest degree of audio ad avoidance

Advertisement

Latest Radio Stories

Cumulus Media Promotes Beth Coughlin to Regional VP
Beth Coughlin
Beth Coughlin
Cumulus Media elevates Beth Coughlin to Regional VP for its clusters in Buffalo, Erie PA and Syracuse. Coughlin currently serves as VP/Market Manager of its local group in Syracuse and adds responsibilities for the company's five stations in More

Roberts Metro Broadcasting Debuts Foxy 106.9 in St. Louis
K295CQ-FM (Foxy 106.9) St. Louis
K295CQ-FM (Foxy 106.9) St. Louis
Roberts Metro Broadcasting launches "Foxy 106.9 FM" on K295CQ in St. Louis as the "Best Mix of R&B and Throwback Jams." Officially hitting the airwaves on Friday at 6am, Foxy 106.9's "The Real Breakfast Crew" debuts in weekday mornings featuring More

Podtrac Issues List of the Top New Podcasts of 2023
Podtrac
Podtrac
Podtrac has published its year-end ranking of the Top 25 New Podcasts for 2023. The ranking is based on average downloads per episode. The 2023 list is headed up by Scamanda from Lionsgate Sound, followed by The Retrievals (Serial Productions), The More
Advertisement

iHeartRadio Releases the Top Artists & Songs of 2023
iHeartRadio
iHeartRadio
As we near the end of 2023, iHeartRewind has released the most listened to music and artists of the year. iHeartRewind is compiled by tallying the the total audience spins (TAS) and streams across iHeartRadio stations nationwide and on the More

Skyview Inks Multi-Year Renewal with CBS Audio Network
Skyview and CBS Audio Network
Skyview and CBS Audio Network
Skyview Networks and Paramount's CBS Audio Network ink a multi-year renewal of their distribution and network audio sales partnership. Since initially partnering in 2018 and following the renewal in 2020, the network and the audio solutions company More

Minnesota Twins Announce Kris Atteberry to Lead Radio PBP
Kris Atteberry
Kris Atteberry
The Minnesota Twins said Friday that radio broadcast talent Cory Provus will be the new TV play-by-play voice, while Kris Atteberry will take over radio play-by-play. Provus has handled the team's radio play-by-play broadcasts since 2012. More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement