SCA’s global insights division, SCAiQ, has conducted a feasibility study to test broadcast audio attention globally in partnership with Karen Nelson-Field’s Amplified Intelligence.
The exploratory study required Nelson-Field to devise a new methodology to re-engineer existing visual media techniques to measure the impact of sound.
Among the initial findings, the study revealed that broadcast audio commands high attention, on par with other broadcast mediums, while SCA’s suite of audio performed better than some visual attention counterparts in the digital media space.
Commercial Radio Australia (CRA) and its members have committed to continue this testing to develop audio attention metrics for broadcast audio and podcasting.
Grant Blackley, CEO of SCA, said. “As an industry leader and innovator, SCA is committed to finding the most robust audio insights for advertisers.
“As the first audio network to test attention, SCA is pioneering broadcast audio attention and we also look forward to working with the audio industry and CRA in furthering this important work.”
Nelson-Field said: “Audio formats hold an important place in a visually tired society, they have the potential to drive solid attention from their listeners.
“Our initial feasibility study with SCA established a rigorous methodology for measuring attention for audio, and we are excited to continue our work with them to extract true value from attention insights for their advertisers.”
Abi Wallis, head of sales insights & campaign strategy at SCAiQ, said: “To date, the buzz around attention has focused on visual mediums, yet broadcast audio gets brands noticed and thought of in buying situations. Audio needed to be a part of this important conversation.
“Preliminary findings from SCAiQ’s study with Amplified Intelligence validates environments we know to be powerful, signalling that broadcast audio attracts focused attention.”
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