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Sight, Sound, And Motion Superiority Is A Myth

“ABX’s creative analysis of thousands of TV and AM/FM radio ads reveals the best-testing AM/FM radio ads outperform 48% of all TV ads even without sight, sound, and motion.”- Pierre Bouvard, Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group

Key takeaways:

  • Haircare and skincare: AM/FM radio ads perform very close to TV ad effectiveness for highly visual personal care categories
  • Quick service restaurants: AM/FM radio ads perform very closely to TV ads in a category that has valued showing beautiful shots of food
  • Nielsen: 61% of TV ads are not seen; Most exposures occur when consumers gaze at their phone or are out of the room
  • Games of Thrones: Audio trumps video with greater cognitive and emotional processing as audio books beat the TV show in consumer engagement

CLICK HERE to read full article by Pierre Bouvard and download ABX report.