This week’s Westwood One Audio Active Group blog reports on a study by System1 investigating the effectiveness of talent-read ads on podcasts or AM/FM radio. The study is based on the assumption that
a host-read ad on a podcast or AM/FM radio show drives powerful brand impact and sales effect and positive emotional impact is what measures a successful campaign. System1 studied host-read ads and devised a rating system that correlates creative quality with long-term share growth – in layman’s terms, “the more you feel, the more you buy.” But the study found that only 17% of the ads tested rated high enough to have the sufficient emotional impact necessary to lift long-term brand share by between 1% and 3%. See the complete blog post here.
