In this week’s Cumulus Media | Westwood One Audio Active Group blog post, a number of studies measuring attentiveness (defined as the degree to which those exposed to the advertising are focused on it)
reveal that AM/FM ads far outperform most social media ads. For example, the firm Adelaide found that for revery $1,000 spent on AM/FM ads it would require spending $2,635 on Facebook ads for the same amount of attentiveness. However, it also found that just $698 of YouTube ads would yield the same degree of attentiveness as $1,000 of AM/FM advertising. The blog post also addresses the myth that video ads are necessarily more effective than audio ads. See the full blog post here.
