It is commonly accepted wisdom that a talent read by a podcast host or AM/FM radio personality drives powerful brand impact and sales effect. Now, a new study from System1, the creative effectiveness measurement leader, uncovers how talent reads impact a brand’s market share and short-term sales effect.

Several firms recently collaborated to produce a first of its kind study that examined thousands of campaigns. Audiotrack is a UK audio distribution service that sends ads from creative agencies to audio publishers. Audiotrack delivers audio ads to all UK and Republic of Ireland radio stations, digital streaming, and podcast platforms. Colourtext, a leading media analysis firm, examined over 10,000 campaigns that aired between 2019 and 2021. The study revealed the lower the audio word count per minute, the greater the brand standout, which in turn increases campaign web response.

The Cumulus Media | Westwood One Audio Active Group® has tested hundreds of audio ads over the years working with the leading experts in creative testing. The findings from those tests, along with marketing effectiveness and creative strategy work from industry giants, have been combined to form Cumulus Media | Westwood One Audio Active Group®’s comprehensive Audio Creative Best Practices.

The CUMULUS MEDIA | Westwood One Audio Active Group has tested hundreds of audio ads over the years working with the leading experts in creative testing. The findings from those tests, along with marketing effectiveness and creative strategy work from industry giants, have been combined to form CUMULUS MEDIA | Westwood One Audio Active Group’s comprehensive Audio Creative Best Practices.

Veritonic, the audio intelligence company, measures, scores, and benchmarks all manner of audio content: voices, music, ads and audio logos. In their recently released fifth annual Audio Logo Index study, Veritonic evaluated over a hundred of the top consumer brands audio logos. One of the key findings? An audio logo has to say the name of the brand and have melody.

Due to social distancing measures and shelter-in-place mandates nationwide, station remotes have been paused for the safety of AM/FM radio personnel and their listeners. Is there anything comparable to an in-person remote?

While audio creative testing has shown that commercial length might not be a major effectiveness driver for advertisers, there are ways to optimize ads. Here are three best practices for how to maximize the impact of audio creative.

Economic uncertainty can be daunting for advertisers but navigating it is not impossible. Here are six best practices for how advertisers can proceed to ensure their brands stay relevant and sales are protected.