Weekly Roundup: This Is Your Brain on Radio

Researchers have discovered that radio, podcasting, and music streaming are processed differently in the human brain and should be treated differently when it comes to your marketing strategy. Take note: AM/FM remains the dominant audio choice among adult listeners and offers distinct advantages for advertisers. Learn how the brain works on audio when you dive into the research featured in this week’s roundup.  

Neuroscience Research Finds Distinct Advertising Differences Across Audio, Radio, and Podcasting - CMO 

A new neuro research study claims that radio, podcasting, and music streaming are distinctively processed by consumers, leading to differences in their strengths and effectiveness as advertising channels.  

The fresh research sought to understand how consumers’ brains respond differently to distinct audio formats, and the impact advertising has on each of them. To do this, it analyzed more than 40,000 data points every second across the different audio formats and mapped the brain activity of people engaging with both audio content and advertising. 

This is the first time that anyone has demonstrated, from the perspective of the brain, that radio, podcasting, and music streaming are processed differently and should be treated differently, in the same manner, that audio and audio-visual mediums have been. <<<Read More>>> 

Differences in Listener Attention and Benefits Show 'All Audio Is Not Alike.' - Inside Radio 

Advertisers, take note: results of a new study show nearly seven of ten AM/FM radio listeners are paying close attention to what's between the music, compared to four in ten of free online streaming music services. 

Signal Hill's survey of over 1,500 adults age 18+ during February and June 2021 breaks out listeners of AM/FM radio, music streaming services, and podcasts based on the needs participants say each serves and the activities they do while listening to each. 

What does this mean for your marketing? AM/FM, which remains the dominant audio choice among adult listeners, offers distinct advantages for advertisers separate from those for other audio choices. <<<Read More>>> 

Stats that Show Radio Is as Relevant as Ever – Bonneville Bay Area 

Contrary to what some media pundits may think, radio as a medium continues to thrive. People are consuming more terrestrial and digital radio than ever before. This rising consumption enriches the marketing opportunity that radio provides companies, as radio remains one of the most cost-effective ways to generate reach and frequency. <<<Read More>>> 

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We cover the latest marketing tips, best practices, and insights that you can apply to your Bay Area business. Check out some of our recent posts: 

7 Radio Advertising Secrets You'll Wish You Knew Sooner 

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