Difference in Advertising Attention Across Media Platforms

RADIO ONLINE | Wednesday, August 14, 2024 | 10:53am CT

Cumulus Media and Westwood One

Are 1,000 impressions on social media the same as 1,000 impressions on TV, online video or AM/FM radio? Adelaide, an attentiveness measurement firm, says no. They conclude there is a significant difference in advertising attention across media platforms. This week's Cumulus Media | Westwood one Audio Active Group blog examines attentiveness, revealing how audio platforms generate nearly the same levels of attention as TV.

• Adelaide: $1,000 of AM/FM radio ads require $2,635 worth of Facebook ads to achieve the same level of attention. Audio platforms generate nearly the same attentiveness as TV.

• A series of recent studies explode the myth that ads with "sight, sound, and motion" are inherently more effective than audio ads. Lumen's recent study reveals audio ads exhibit greater attentiveness and brand recall than video. Lumen also reports audio is also the most cost-efficient media on an "attention CPM" basis.

• Attention has grown in importance among marketers and agencies: 78% say attentiveness is important as a metric for measuring the effectiveness of media investments.

• Traditional media ads have greater engagement compared to digital ads: AM/FM radio, print, and podcast ads are skipped the least. Consumers skip digital ads the most.

• Audio platforms satisfy unique need states: AM/FM radio and podcasts are associated with information and entertainment, providing advertisers with high levels of consumer concentration. "Relax" is the leading need state of music streaming.

• Marketers and consumers agree that podcasts hold extraordinary levels of attention. Media agencies and brands underestimate consumer attention to AM/FM radio ads.