Home Login RADIO ONLINE RSS Facebook
Advertisement

ABX Study: Video TV Ads Versus AM/FM Radio Audio Ads


Cumulus Media
Cumulus Media

To determine whether video "sight, sound and motion" trumps audio ads, ABX examined the largest head-to-head creative study of audio and video ads. ABX has a large normative database of 365,000+ measured ads globally, from the U.S. and 13 other countries, representing 90% of global ad spend. For the purposes of the analysis, ABX examined two years' worth of recent testing, which totaled 40,000 ads and included 10,738 TV ads and 2,779 AM/FM radio ads. The findings are outlined in this week's Cumulus Media | Westwood One Audio Active Group blog:

  • AM/FM radio creative effectiveness is 92% of TV at one-fourth of the CPM:TV advertising effectiveness is only 8% better than AM/FM radio at 4X the CPM.

  • Best testing AM/FM radio ads outperform nearly half of all TV ads: ABX found that the higher ABX-Index-scored AM/FM radio ads actually outperformed 48% of TV executions.

  • Haircare and skincare: AM/FM radio ads perform very close to TV ad effectiveness for highly visual personal care categories. ABX found that in the skincare category AM/FM radio creative performs at 95% of TV effectiveness. In haircare, AM/FM radio performs at 89% of TV.

  • Quick service restaurants: AM/FM radio ads perform very closely to TV ads in a category that has valued showing beautiful shots of food: Across a series of measures (clear brand, message delivery, reputation, likeability, and taking action), the QSR AM/FM radio ads performed very similarly to the TV ads at a fraction of the CPM.

  • According to Nielsen, 61% of TV ads are not seen: A major study by Nielsen reveals few TV ads earn consumer "eyes on glass." When TV ads are playing 39% of the time the audience's eyes are on the screen, 40% of the time people are looking at their phone or a second screen, and 21% of the time people are out of the room.

  • Games of Thrones: Audio trumps video in creating consumer engagement with emotion-based stories as audio books beat the TV show in consumer engagement: A study by Nature Research found consumers are far more engaged with an audio story than a video narrative. The Game of Thrones audio book audience showed greater physiological responses (heart rate, body temperature, and galvanic skin response) than viewers of the TV show.

Advertisement

Latest Radio Stories

Triton Digital Unveils U.S. Podcast Ranker for August
Triton Digital
Triton Digital
Triton Digital has unveiled its U.S. Podcast Ranker, covering the data from July 31 to September 3. This report showcases the performance of the SiriusXM Podcast Network, which has secured the top spot in the Top Sales Networks Report for August. More

Loud Media Launches ''104.9 KVL'' Debuts in Knoxville TN
WKVL-FM/Knoxville
WKVL-FM/Knoxville
Loud Media flips Classic Hits WKVL/La Follette, covering Knoxville, to 90s & 2000s Throwbacks as "104.9 KVL." The station is playing artists such as Destiny's Child, Jay Z, Danity Kane, Digital Underground, No Doubt, Nas, New Kids On The Block, More

Veteran WBEE/Rochester Personality Terry Clifford Retires
Terry Clifford
Terry Clifford
Veteran Rochester, NY radio personality Terry Clifford signed off the air on Friday for the final time. Clifford, co-host of the "Bee Morning Coffee Club" on WBEE-FM, is retiring after 37 years on the Country outlet. The Auburn native's radio career More
Advertisement

Bonneville, Arizona Coyotes Ink One-Year Extension
KMVP-FM/Phoenix
KMVP-FM/Phoenix
Bonneville inks a one-year extension with the Arizona Coyotes, keeping regular season and post-season games on KMVP (Arizona Sports 98.7) and KTAR (ESPN 620) for the 2023-2024 NHL season. Bob Heethuis returns to handle the club's radio play-by-play More

Matt Cooper Named PD for WCYQ (100.3 The Wolf) Knoxville
Matt Cooper
Matt Cooper
SummitMedia appoints 15-year programming vet Matt Cooper as Program Director and afternoon talent for WCYQ (100.3 The Wolf). He comes to Knoxville from the company's cluster in Louisville where he was the Assistant Program Director, Music Director More

RTDNA Issues Study on Trust in Local News Elections Coverage
RTDNA
RTDNA
Most U.S. local news consumers want journalists to ask tough, but respectful, questions of candidates and regularly fact check those running for office. That was one of many key takeaways from a fact-finding research project on trust in elections 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