Sonic Cues, Branded Characters Deliver More Viewer Attention

Branded characters and sonic cues are the best-performing creative assets at attracting consumer attention, according to a study of more than 2,000 pieces of video creative by researcher Ipsos. While sonic brand cues were used in only 6% of the commercials, they were more than 8.5 times likely than average to have a positive effect on attention, suggesting that audio assets are underutilized.