Radio Ink reported on a recent study by Adelaide, a consumer attentiveness measurement firm. Adelaide uses a metric called the “Attention Unit” to rate the effectiveness of advertisements. As reported in Radio Ink, the study found:
“Every day, radio sellers battle an ever-growing litany of digital media platforms for advertising dollars. Yet as brands shift ad spend to social media in an attempt to generate buzz, they could receive 2.6 times the attention per dollar by relying on AM/FM instead.”
As reported, the study went on to quantify the impact:
“For example, Adelaide’s study reveals that to achieve the same level of attentiveness that $1,000 spent on AM/FM radio advertising provides, significantly higher investments would be necessary on platforms like display digital ads and various social media channels. This can range from $1,313 on X/Twitter to a whopping $2,635 on Facebook.”
This is an interesting fact that should be brought to the attention of your clients.
You can see the analysis in Radio Ink here.
You can see the complete analysis on the Westwood One website here.
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