Around the country, millions of listeners stay engaged to audio throughout the day. It’s an often-repeated tale, with companies such as Cumulus Media boasting how its audio properties enjoy “massive reach” in a pitch to advertisers.
Yet, national advertising is mired in a slump. And, Audacy Inc. SVP/Head of Research and Insights Idil Cakim says, “The advertising community has long held an implicit bias, believing people need to see a commercial to be motivated to buy the product.”
To debunk that “tired myth that you need visual cues to impact consumer behavior,” Audacy is touting the results of two new studies that show how Audio “holds more attention than other media and drives key brand metrics.”
Is it pro-industry propaganda for an industry with myriad challenges, in particular for companies such as Audacy, which is struggling with severe financial issues? Or, is it a story simply waiting to be told, with empirical evidence that Radio’s value to advertisers has been largely ignored despite the ROI it brings?
