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
BIA/Kelsey: Digital Revenues for U.S. Radio Continue to Rise
March 27, 2017
Dennis Reese Named SVP/Promotion At RCA Nashville
Cumulus Media Brings Hot AC To Savannah, GA Launches WZAT (102.1 The Sound)
In Brief - March 27, 2017
March 24, 2017
Ryan Seacrest Announces KIIS FM's Wango Tango 2017 Lineup
WMGC (105.1 The Bounce)/Detroit Adds “Big Boy” To Mornings
107.1 The BOSS/New Jersey Announce Air Talent Line-Up
March 23, 2017
iHeartRadio Surpasses 100 Million Users
Westwood One Promotes Mark Wildman to EVP/Strategic Partnerships
March 23, 2017
iHeartMedia Oklahoma City Names JJ Ryan PD For KJYO & KXXY
Entercom Names Richard J. Schmaeling EVP & CFO
Doug Gottlieb Joins FOX Sports Radio & FS1
March 21, 2017
Beasley Broadcast Group Reports 4th Quarter and Full Year 2016 Results
Chip Arledge Appointed OM For Cumulus Media Shreveport/Bossier City, LA
KXQQ/Las Vegas Names Natalia Hernandez As New Midday Personality
In Brief - March 21, 2017
March 17, 2017
Cumulus Reports Results for Fourth Quarter and Full Year 2016
Entercom Austin To Move 96.3 FM RnB To 95.9 FM
March 16, 2017
iHeartMedia Names Geoff "G-Off" Owens PD For KXJM/Portland & KUBE/Seattle-Tacoma
c3 & FMC Statement: Elimination of the NEA, NEH, and CPB Indefensible, Shameful, and Senseless
iHeartMedia Introduces SmartAudio
Condé Nast Acquires Pop2Life And Ribyt
March 15, 2017
Music News
Drake's More Life Sets Billboard 200 Streaming Record
Quick Hits: Halsey, Snoop Dogg / 2Pac, Pitbull / Wrestlemania, Paul McCartney, Phoenix, Matchbox Twenty & Counting Crows
Quick Hits: Kendrick Lamar, Iggy Azalea, Vans Warper Tour
Quick Hits: Gorillaz, Kaaboo Festival, March Madness
Chance the Rapper, The Killers, Muse & Arcade Fire Headlining Lollapalooza
QuickHits: Ed Sheeran, Chuck Berry, The Decemberists
QuickHits: NIN, Missy Elliot, Frank Ocean, Pitbull, Enrique Iglesias, Sublime
Rock Pioneer Chuck Berry Passes Away
The Entertainment World Remembers Chuck Berry
Ed Sheeran Spends Second Week Atop Billboard 200
QuickHits: Drake, James Blunt, Spoon, Bob Dylan
Quick Hits: Coldplay. BET Experience, Weezer
Quick Hits: The Chainsmokers, Pitbull, Ohana Music Festival, Arroyo Seco Weekend, Feist
Ed Sheeran Earns Biggest Debut Week of 2017
Quick Hits: Drake, Pearl Jam, Fifth Harmony
FMQB NOW

Sam Milkman, EVP
Coleman Insights

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!