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The Results Are In: Radio and Audio Advertising Outshines Video in Brand Marketing

In a recent groundbreaking study, media agency network Dentsu joined forces with Lumen Research to delve into the realm of audio advertising. They meticulously measured listener attention across various audio formats and environments, spanning podcasts, radio, and music streaming. The results are nothing short of astonishing: audio outperforms video when it comes to capturing people's attention and enhancing brand recall.

In this blog post, we shine a light on about the underestimated channel of radio and audio advertising, with some eye-opening statistics to share.


In the fast-paced world of digital advertising, we often find ourselves dazzled by the allure of video campaigns and display ads. Yet, there's an underutilized media channel that's been patiently waiting in the wings - audio advertising - and it's time we shine a spotlight on it.


The Power of Listener Attention

The study, released by Dentsu, revealed that audio advertising, which includes podcasts, radio, and music streaming, excels in captivating audiences compared to other advertising platforms. Here are some key findings:

  1. Correct Brand Recall: On average, a staggering 41% of audio ads achieved correct brand recall. This impressive result eclipses the 38% norm for other advertising formats studied by Dentsu.

  2. Brand Choice Uplift: Audio ads flexed their muscles here as well, with a 10% boost in brand choice. This figure nearly doubles the Dentsu norms of 6%.

  3. Listener Attention: To gauge the impact, Dentsu and Lumen used a metric called attentive seconds per thousand impressions (APM). In the world of audio advertising, APM stood at a formidable 10,126. That's over 50% higher than the Dentsu norms of 6,501 APM.

A Paradigm Shift in Advertising

The implications of this study are profound and should serve as a wake-up call for marketers. It's a game-changer for marketers seeking to maximize their ROI. While video and display advertising have their place, radio and audio advertising are emerging as potent tools for capturing audience attention and fostering brand recognition.


Doug Rozen, CEO of Dentsu Media Americas, underscores the significance of this research: "Dentsu has been pioneering attention research via our Attention Economy for more than five years, codifying, longer than anyone else, the value of engagement in video and display channels. Now, we're thrilled to unlock new insights on attention in audio—a meaningful first for the industry."


This study empowers branding and marketing consultants to provide their clients with tangible evidence of the value of audio, alongside video and display ads based on genuine engagement metrics that drive growth. It's time to rethink your marketing strategy and consider allocating more ad dollars to the potent world of audio advertising.


In conclusion, as the digital advertising landscape continues to evolve, it's essential to adapt and explore all avenues for reaching your audience effectively. With radio and audio advertising showing remarkable results in capturing attention and boosting brand recall, it's an opportunity no brand should miss. It's time to amplify your message through the airwaves and reap the rewards of audio marketing.


Dene Menzel is the Founder and Creator of strategic brand engagement agency Branthem which creates signature music and sonic design for brands to amplify customer journey touch points.



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