Dentsu Media this morning released findings of study of consumer attention paid to radio, podcasting and streaming service audio advertising, which found "unique strengths" across them, including "brand impact."
The study, which was conducted by consumer attention measurement platform Lumen Research, analyzed various ad formats across three leading radio (Audacy, Cumulus Media, iHeartMedia), five podcast (Audacy, Cumulus Media, iHeartMedia, Spotify and SXM Media), and one music streaming (Amazon Ads/Amazon Music) service.
Podcasts drove the highest attentive-seconds-per-thousand impressions compared to other digital, social and TV benchmarks," according to the report, but conventional radio broadcast ads "drove higher attentive-seconds-per-thousand-impressions compared to other digital, social and TV benchmarks.
"Radio shined as the most efficient of the audio formats studied, proving to be 10 times more efficient when compared to the average online video ads measured" by Dentsu's proprietary media attention benchmarks.
Specifically, the studies found that audio advertising (including podcasts, radio and music streaming) drove significant attention compared to other ad platforms: