Katz Study Looks At Power Of Audio Messages In Advertising
February 25, 2013

Katz Marketing Solutions, the national marketing arm of the Katz Media Group, has released a new study that quantified the importance of audio elements in successful television commercials. The results show that audio, or radio, can efficiently and cost-effectively enhance a brand’s identification and messaging.

The study examined television commercials from 14 major brands including Allstate, Apple, Capital One, CoverGirl, Diet Pepsi, DirectTV, Dos Equis, Duracell, GEICO, Old Spice, Outback Steakhouse, Snickers, Taco Bell, and Warner Brothers. All audio and visual brand references were removed, and 300 respondents were served either the de-branded television clip or an audio-only version of the same clip. The respondents were asked to identify the brand, pinpoint their "aha" moment of recognition, and describe their emotional response to the audio and video segments.

Overall, the audio clips generated 93 percent of the brand identification metrics that the TV commercial clips generated. Even with the absence of visual stimuli, consumers were able to correctly identify the brands being featured in the ads. The results also indicated that in certain instances audio triggered brand identification at a much greater rate than visual cues. For example, 25 percent of the respondents exposed to the Taco Bell television clip referenced visual cues as the brand trigger, while 55 percent mentioned the sound of the iconic Taco Bell "bong" as the "aha" branding moment. In Duracell’s television clip, 50 percent more viewers referenced its distinctive three-note audio signature as the brand trigger than any visual stimuli. And for Outback Steakhouse, four times as many respondents cited the announcer’s distinguishing voice as the brand trigger than any visual element of the commercial.

The audio clips alone also prompted emotional responses in respondents. For the Warner Brothers’ movie, The Hobbit, as many respondents to the audio clip expressed excitement and desire to see the movie as those exposed to the television clip. In Taco Bell’s case, the audio clip generated mentions of hunger almost as often as those exposed to the television clip. For CoverGirl, the audio clip was just as likely to invoke feelings of happiness as the television clip.

"In these days of tighter budgets and intensified focus on ROI, advertisers must maximize ad budget impact in every way possible," said Bob McCurdy, President of Katz Marketing Solutions. "Marketers often allocate large sums of ad dollars to broadcast television commercials, which results in the creation of tremendous audio equity—a brand’s audio logo or signature–that can continue to carry the marketing punch of a television commercial. This data strongly supports the strategic and creative use of radio to supplement a television campaign."

The complete study results are available at www.raisingthevolume.com/eyevsear.




 
Breaking News
Entercom Charlotte Names Michael De Amicis Director of Sales
Entercom Charlotte Signs Contract Extension with Bo Thompson
April 27, 2017
iHeartMedia And Elvis Duran Announce New Long-Term Agreement
SiriusXM Acquires Automatic Labs Inc.
Insomniac & iHeartMedia Launch EDC Radio Exclusivley On iHeartRadio
April 26, 2017
Cox Enterprises Names Alexander C. Taylor President/CEO
Delilah Inducted Into NAB Broadcasting Hall of Fame
April 25, 2017
CBS Radio Unveils New "Airtime Analytics" Measurement Tool
Entercom Rochester Names Michael “Mud” Gross PD At WCMF-FM
IFPI Report: Global Recorded Music Revenues Increase by 5.9%
Tom Calococci Joins Sheet Happens Prep For Affiliate Relations/Content Creation
CBS Radio Stations Take Home 25 Regional Edward R. Murrow Awards And 4 Overall Excellence Awards
April 24, 2017
Coran Capshaw To Be Honored With City of Hope's 2017 Spirit of Life Award
Cumulus Appoints Nic Merenda VP/Market Manager For Topeka, KS
Alpha Media Brings Throwbacks To San Antonio
iHeartMedia St. Louis Names Jules Riley PD For 93.7 The Bull
J. Anthony Brown Joins The Steve Harvey Morning Show
April 21, 2017
eQB NOW
Cumulus Promotes Heather Gersten To APD At WWLI/Providence, RI
April 20, 2017
iHeartMedia Washington, D.C. Names Tommy Chuck PD For WASH-FM
iHeartMedia Names Jeff Wyatt SVP/Programming For Baltimore, MD
Radio One DC Expands WMMJ-FM Listenership
April 19, 2017
CBS Radio's 'SPF" In Las Vegas Expands To Two Nights With Linkin Park
Music News
Kendrick Lamar Spends Second Week Atop Billboard 200
Deluxe Reissue of Purple Rain Set for June 23 Release
Harry Styles Sets Massive 2017 World Tour
Jack White Inks Publishing Deal With UMPG
Quick Hits: Katy Perry, Fall Out Boy, Haim
Kendrick Lamar Earns Biggest Chart Debut of 2017, Announces Tour
Quick Hits: Haim, Katy Perry, Madonna
Quick Hits: Harry Styles, Beyonce, Bumbershoot Festival, Life is Beautiful Festival, Phoenix, Paul McCartney, Elton John, Madonna
Quick Hits: Tori Amos, Kings Of Leon
Quick Hits: Beyonce, Rise Against
Prince EP Release Blocked By Lawsuit
Paramore Announce New Album After Laughter
Controversy Over New Prince EP
Quick Hits: NIN, QOTSA, Coldplay, Big Boi
FMQB Retro-Active: A Look Back at ELP
FMQB NOW

Nikki Nite,
VP of Prog. & Ops,
Entercom/Austin

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!