The ‘Sound You Can See’ research studied how the brain processes radio, podcasting and music streaming.
Its findings, ARN said, show that people process them as fundamentally different products, which offers advertisers unique opportunities to promote their brands across each medium.
It’s part of a series to reshape the way the industry understands and uses audio advertising.
The ‘Sound You Can See’ study claims radio has an unrivalled ability to engage listeners, and to do so for extended periods. It said radio ads cause 60% more neural engagement than other audio formats, keeping the “brain on its toes”.
Comparatively, podcasting provided an environment primed for high levels of memory encoding, and music streaming’s relative strength was creating strong positive attitudes towards brands.