MAGNA Study Explores Listening Rituals and How Audio Advertisers Can Improve Engagement and Purchase Intent by Complementing Daily Routines
18 April 2023 - 12:27AM
Business Wire
Contextual Alignment, From Matching Brands with
Programming Genres to Day Part Rituals, Improves Brand
Favorability, Search and Purchase Intent
Rituals, as routine as running errands and doing chores, are
also key audio-consumption moments in people’s lives and create
positive environments for advertisers, according to new research
conducted by MAGNA’s Media Trials unit and leading multi-platform
audio content and entertainment company, Audacy. The study found
that advertisers who aligned with listeners’ rituals saw a greater
lift in brand excitement (+10%) and brand relevance (+8%).
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The study, Aligning with Rituals: The Contextual Foundation of
Audio, also noted that consumers experience greater “feelings of
connection” with brands that synchronize with their audio rituals,
by +12%, compared to +3% for non-aligned ads. MAGNA and Audacy
tested both genre-based ads—such as a telecom brand advertising
during an entertainment broadcast—and ritual-based ads—such as
destination advertising during a “me-time” ritual--to examine the
spectrum of contextual-alignment opportunities.
“We’ve studied contextual in video before, but this is our first
time to study it in audio, so we wanted to explore how consumers
reacted to all types of audio advertising, from contextually
aligned to non-aligned, across every daypart and layers of the
funnel,” said Kara Manatt, EVP, Managing Director, Intelligence
Solutions, MAGNA. “We were especially intrigued to note how daily
rituals imply moments of calm and continuity in listeners’ lives
and that brands that tap into these touchstones benefit
tremendously.”
Contextually aligned ads have the propensity to both excite
(+10%) and create relevance (+8%) for brands, especially among
those who are in-market. Further, contextual alignment boosts brand
metrics that matter most, such as brand favorability (+8%), search
intent (+12%), and purchase intent (+9%).
Just what are consumers doing as they stream podcasts and listen
to music? A ranking of typical listening rituals featured in a
previous Audacy study, Audio Rituals was topped by running general
errands (85%) and doing home maintenance (84%). Consumer engagement
levels, though, were most heightened during me-time moments (73%),
putting my child to bed (70%) and exercising outdoors (68%).
Audacy’s Audio Rituals study also determined that 74% of
listeners incorporated audio into their daily rituals and 40%
planned their day/activities around audio content.
“Audio advertisers can amplify the effectiveness of their buys
through ritual moments,” said Idil Cakim, SVP, Head of Research and
Insights, Audacy. “Study participants agreed that the stronger the
match between advertisement and content, the better the outcome for
KPIs like brand favorability and purchase intent.” Seventy-eight
percent of participants agreed that strong content/ad matches
mattered in brand favorability and 80% for purchase intent.
Other key findings include:
- Mood Boosters: Participants who felt “energized or
excited” by their audio content also were 24% more likely to state
the test ads “caught my attention” (+24% lift) and were more likely
to be open to the ads at the time of listening (+16% lift). These
engaged and excited listeners also were more likely to search for
the brand (+10%).
- Contextual Enhancement: Contextually aligning ads
amplifies the information shared in audio ads – this is especially
true among in-market audiences, who agree that these
contextually-aligned ads “taught them something new” (73%).
- Dialed-In Dispatches: Regardless of the type of
contextual alignment (ritual or genre-based), each approach has the
propensity to drive search intent (+15% and +16%,
respectively).
Aligning with Rituals: The Contextual Foundation of Audio ran
controlled testing among 1,920 weekly audio listeners who listened
to 30-minute content blocks, ranging from podcasts to news, sports
and music, interspersed with ads from three brands, covering the
retail, telecom and travel industries. The participants answered a
range of questions to determine advertising effectiveness and
establish their mood and receptivity.
The full study can be found here.
About MAGNA
MAGNA is the leading global media investment and intelligence
company. Our trusted insights, proprietary trial offerings,
industry-leading negotiation and unparalleled consultative
solutions deliver an actionable marketplace advantage for our
clients and subscribers.
We are a team of experts driven by results, integrity and
inquisitiveness. We operate across five key competencies,
supporting clients and cross-functional teams through partnership,
education, accountability, connectivity and enablement. For more
information, please visit our website: https://magnaglobal.com/ and
follow us on LinkedIn.
About Audacy
Audacy, Inc. (NYSE: AUD) is a leading multi-platform audio
content and entertainment company with the country’s best
collection of local music, news and sports brands, a premium
podcast creator, major event producer, and digital innovator.
Audacy engages 200 million consumers each month, bringing people
together around content that matters to them. Learn more at
www.audacyinc.com, Facebook (Audacy Corp), Twitter (@AudacyCorp)
and LinkedIn (@Audacy-Inc).
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version on businesswire.com: https://www.businesswire.com/news/home/20230417005268/en/
Meredith Tiger Audacy Senior Director, Corporate Communications
and PR 516-551-8511 meredith.tiger@audacy.com Elaine Underwood
Mediabrands Content Director, Global Corp. Communications
201-306-6062 elaine.underwood@mbww.com
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