Key Insights from our Research on Audio Engagement

State of Audio Blog Cover

Key Insights from our Research on Audio Engagement

Entertainment mega-player Audacy released its State of Audio report this week, highlighting what’s next in the industry, what advertisers need to know, and a Marketer’s Playbook with tips for better content production that grabs attention over the airwaves.

 

The report leans on the findings from Audio Amplification: Defining Engaged Impressions, a study Alter Agents recently conducted for Audacy’s predecessor company Entercom. We used our Immersion-driven agile neuroscience approach to understand how, and how much, different media platforms engage consumers and drive action. Here are some key findings from our research:

 

  • Consumers really trust audio. Nearly 7 in 10 told us that it was a source for trustworthy information, giving power to podcast host endorsements or advertising. That beats out broadcast TV, Google, Print, Social Media, and YouTube.
  • Local hosts drive affinity. People really like content from local sources, particularly in radio. They were more likely to be engaged with local content than with nationally-famous hosts or shows.
  • Health & Wellness content is the most immersive, while news, society, and culture content tends to be less immersive.
  • About a third of listeners have taken action after hearing a host recommend an experience or a product.

 

Our research gave Audacy powerful insights into consumer behavior that have helped them make a truly compelling business case for audio’s value in the advertising arena.  Alter Agents CSO Devora Rogers joined a panel at Audacy’s launch event to present our work and engage with practioners. View the recording here.

 

Interested in hearing how our research solutions can help your team level up?

Contact Us Today

 

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