Neuroscience Research Looks Into The Differences In Advertising Across Audio, Radio, And Podcasts

Different media illicit different responses from audiences, something that was backed up by a recent neuroscience study from Dr. Shannon Bosshan, conducted in partnership with the Australian Radio Network’s Neuro Lab.

The research was conducted with the goal of getting some insight on how people’s brains respond to different audio formats, and how advertising works in them. For their data, the study analyzed more than 40,000 datapoints every second across different formats then mapped the neurological activity of people engaging with audio content and advertising simultaneously.

According to the research, titled Sound you can see, radio is the best when it comes to engaging listeners, both in impact and duration, with 60% more neural engagement than other formats.

Podcasts, meanwhile, were the best for ensuring memorization, while music streaming had the best results when it comes to improving attitudes towards brands.

Dr. Bosshard stated that radio, podcasts, and music streaming are different at a fundamental level, which means that they offer different things to advertisers looking to promote brands. The data even shows this clearly with a variance of up to 170% in terms of attitudes regarding ads when content and advertising format doesn’t meet up with the audio format.

ARN proudly stated that this study is the first market-viable research in the space that looks at attention, engagement, attitude and memory as part of their efforts to better grasp the impact audio has for brands.

This data will be of great use for brands looking to use audio formats to get a better king kong agency review, though it’s still just as a start. The ARN reported that this only a part of their initiative to get a better grasp of how listeners react and interact with different audio formats.


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