New Research Shows Audio Content Drives Consumer Trust and Engagement

Audacy Engaged Impressions study featured image

New Research Shows Audio Content Drives Consumer Trust and Engagement

We are pleased to announce the results of a new study we conducted with entertainment giant Audacy (formerly Entercom) into the ways in which audiences engage and connect with audio media content. Results show that audio content connects and engages audiences at a much deeper level than other media types, forming emotional connections and capturing attention. Our findings were presented during a session at the virtual CES show titled “Amplified Audio: Defining Engaged Impressions.” 

“In an uncertain world, and a cluttered media environment, people are seeking new experiences and looking for mediums that provide trust and certainty,” said Idil Cakim, Senior Vice President, Research and Insights, Audacy. “Our study found that audio not only captures attention and moves people on an emotional level, but also inspires action through a sense of community and belonging.” 


Key Findings

  • Consumers are listening to or watching seven different media platforms in a given week. That’s a lot of divided attention!
  • One third of broadcast OTA listeners have taken action after hearing an advertisement or a host recommendation as part of a commercial or an audio show.
  • Local audio content and trust in show hosts are the largest influencers of listenership.
  • Audio was found to have the highest level of immersion among all the platforms.

Audio, specifically those portfolios which deliver local content and hosts, has the highest consumer engagement level. This intense engagement builds emotion, attention and recall, fostering an environment in which listeners take tangible action based on advertisements and recommendations.


The Methodology

The research consisted of a quantitative survey of a nationally representative population of adults, coupled with an agile neuroscience study of individuals from major US markets: Chicago, New York and Los Angeles. Participants participated in virtual group sessions during which they were asked to consume content from various platforms, including audio, TV, mobile video, and social media in a randomized order. During the session, their Immersion levels were calculated by measuring variability in their heart rate rhythms using a smart watch. The Immersion platform allows us to map the distinct patterns in heart rate that indicate releases of oxytocin in the brain, signalling emotional resonance and memory commitment. That’s translated into the Immersion Index, which rates a person’s level of immersion on a scale from 0 to 100.

Read more about our agile neuroscience offering here.


Leading media companies like Audacy are using these insights to power their B2B ad sales. Are you interested in finding out what consumers love about your business and prove its value to potential partners?

Let’s talk!

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