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ABX conducted a massive study of TV and AM/FM radio ads, revealing that the superiority of “sight, sound, and motion” in advertising is a myth. As Pierre Bouvard, Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group shared in an analysis of key findings from the study:

“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.”

CLICK HERE to read the full article by Pierre Bouvard, or watch the 10-minute video below summarizing key findings.

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