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Study: Brains Find Radio Ads Effective

Radio delivers strong metrics when compared to TV

Multiplatform content provider iHeartMedia says results from a study conducted by market research company Neuro-Insight indicate radio ads perform effectively as compared to television ads.

Neuro-Insight says it uses brain imaging technology to measure how the brain responds to communications. The company especially focused on what it calls its “memory encoding” metric, an indicator associated with consumer choice and purchase behavior.

The research firm tested eight advertising campaigns with parallel radio and TV versions across several categories: automotive, financial services, insurance, consumer packaged goods, quick-service restaurants, entertainment, retail and telco. In seven of the eight test cases, radio ads returned much higher results than TV in “memory encoding” at key branding moments, according to Neuro-Insight.

The findings are “significant,” and provide evidence that radio’s ability to engage consumers, and influence them to purchase, can outperform other media, according to iHeartMedia EVP of Insights Dr. Radha Subramanyam. “If advertisers want their messages to truly register with consumers — and drive their purchasing behavior — they need to make radio a significant part of their media budgets.”