--- title: Katz Radio Group Sound Answers 86 - Audio Tops All Other Media in Attention description: Katz Radio Group is updating the marketplace regularly with new insights on America's perceptions and behaviors toward audio, communities, and brands. image: https://insights.katzradiogroup.com/hubfs/audio-speaker-featured-image.jpg --- [![KRG-Logo-White-1](https://insights.katzradiogroup.com/hubfs/KRG-Logo-White-1.svg "KRG-Logo-White-1")](https://katzradiogroup.com/) - [About KRG](https://katzradiogroup.com/about-us) - [Our Culture](https://katzradiogroup.com/our-culture) - Our Companies - [Alliance Audio Networks](https://katzradiogroup.com/alliance) - [Audacy](https://katzradiogroup.com/our-companies/audacy) - [Christal Radio](https://katzradiogroup.com/our-companies/christal-radio) - [Eastman Radio](https://katzradiogroup.com/our-companies/eastman-radio) - [Katz Radio](https://katzradiogroup.com/our-companies/katz-radio) - [Katz Digital Audio](https://katzdigital.com/?__hstc=35808767.200993d2212d2534581fce605877360a.1661782191666.1661782191666.1661785502334.2&__hssc=35808767.1.1661785502334&__hsfp=3339184355) - [Katz Multicultural](https://katzmulticultural.com/?__hstc=35808767.200993d2212d2534581fce605877360a.1661782191666.1661782191666.1661785502334.2&__hssc=35808767.1.1661785502334&__hsfp=3339184355) - [Katz Partnerships](https://katzradiogroup.com/our-companies/krg-partnerships) - [- Katz Agricultural Marketing](https://katzradiogroup.com/katz-agricultural-marketing) - [- Katz Sports Marketing](https://katzradiogroup.com/sports) - [Insights](https://insights.katzradiogroup.com/) - [Careers](https://katzradiogroup.com/careers) - [Press](https://katzmedia.com/pressroom/company/katz-radio-group?__hstc=35808767.c71eed30486d5d69e0f915f2b50573dc.1672328506450.1673540405517.1674574731424.6&__hssc=35808767.3.1674574731424&__hsfp=2327326860) - [Contact Us](https://katzradiogroup.com/contact-us) [\< Back to Insights](https://insights.katzradiogroup.com/) [Sound Answers](https://insights.katzradiogroup.com/tag/sound-answers) # Audio Tops All Other Media in Attention August 3, 2023 ![](https://insights.katzradiogroup.com/hubfs/audio-speaker-featured-image.jpg) ![Featured Image](https://insights.katzradiogroup.com/hubfs/audio-speaker-featured-image.jpg) [\< Back to Insights](https://insights.katzradiogroup.com/) # Audio Tops All Other Media in Attention by Katz Radio Group • August 3, 2023 ### New Study Reveals the Power of Audio in the Attention Economy If we really wanted you to pay attention to the points in this blog post, we'd broadcast them to you over a speaker or through your earbuds. That's the biggest takeaway from Dentsu's latest Attention Economy study. When it comes to attention - the ears (and audio) have it. Over the past five years, Dentsu has been on a mission to better understand consumer attention, working with leading measurement and media partners to study different channels and benchmark attention standards. Their latest installation in the Attention Economy project involved the expertise of the attention measurement company, Lumen, and the collaboration of several audio companies, including Amazon, Audacy, Cumulus Media, iHeartMedia, Spotify, and SXM Media. Lumen measured attentiveness, as well as brand recall and brand choice uplift, to reflect consumers' engagement with media - including radio, podcasts, and audio streaming.  AUDIO DELIVERS HIGHEST ATTENTION AND ENGAGEMENT Findings showed that audio earned +56% more attention than all other measured media - ahead of TV, online video, social, and display advertising. Brand recall for audio ad-exposed consumers also exceeded other media, and Dentsu norms, at 41%. And audio delivered a +10% increase in brand choice, ahead of Dentsu's media benchmarks. The strong findings for audio as a whole translate well across the three audio channels tested, as each platform displayed its own strengths for outperforming video ads.  *Click gray circle to enlarge.*    RADIO IS THE MOST EFFICIENT PLATFORM: HIGHEST ATTENTION AT LOWEST COST As effective as audio proved to be at driving attention, Dentsu showed that audio platforms were also among the most cost effective options for advertisers. Looking at Dentsu's metric of aCPM (attention cost per thousand impressions), radio was the most efficient platform by far, with an aCPM of 40¢. Radio ad dollars delivered more attentive consumer "bang" for the buck. *Click gray circle to enlarge.*    [For more information from Audacy](https://audacyinc.com/insights/new-research-confirms-audio-outperforms-tv-and-digital/) [For more information from AdAge](https://adage.com/article/measurement/audio-ads-outperform-video-attention-and-brand-recall-dentsu-study/2507476)   [\< Back to Insights](https://insights.katzradiogroup.com/) ## More Sound Answers ## [Regional Theme Parks • Brand Lift](https://insights.katzradiogroup.com/case-studies-theme-parks-brand-lift) August 2023 ## [A Record Breaking Back-to-School & College Season](https://insights.katzradiogroup.com/sound-answers-86-back-to-school-and-college-spending) August 2023 ## Receive the Latest Insights from Katz Radio Group Directly to Your Inbox [![SIGN UP NOW](https://no-cache.hubspot.com/cta/default/4962667/8ff33686-8ffc-467c-92d0-1a9475f31700.png)](https://cta-redirect.hubspot.com/cta/redirect/4962667/8ff33686-8ffc-467c-92d0-1a9475f31700) ![girl Image](https://insights.katzradiogroup.com/hubfs/Screen%20Shot%202022-12-06%20at%203.33.18%20PM.png) Explore More Insights at the [Katz Media Group Insights Hub](https://katzmedia.com/insights) - [![linkedin icon](https://insights.katzradiogroup.com/hubfs/footer-icons/linkedin.svg) ![linkedin icon](https://insights.katzradiogroup.com/hubfs/Katz_audio_2022/Images/linkedin-hover.svg)](https://www.linkedin.com/company/katz-media) - [![facebook icon](https://insights.katzradiogroup.com/hubfs/footer-icons/fb.svg) ![facebook icon](https://insights.katzradiogroup.com/hubfs/Katz_audio_2022/Images/facebook-hover.svg)](https://www.facebook.com/katzmediagrp/) - [![twitter icon](https://insights.katzradiogroup.com/hubfs/footer-24/twiiter-icon.svg) ![twitter icon](https://insights.katzradiogroup.com/hubfs/footer-24/twiiter-hover.svg)](https://x.com/katz__media) - [![instagram icon](https://insights.katzradiogroup.com/hubfs/footer-icons/insta.svg) ![instagram icon](https://insights.katzradiogroup.com/hubfs/Katz_audio_2022/Images/instagram-hover.svg)](https://www.instagram.com/katz__media) [Katz Media](https://katzmedia.com/?__hstc=197324272.bdaa4248aa517425f458118c72fd868d.1667930645629.1668793200143.1668795772174.5&__hssc=197324272.24.1668795772174&__hsfp=4183881444) [Katz Digital](https://katzdigital.com/?__hstc=144246122.6db9fa5dfba869d43bf04b2e82cf5310.1660156676594.1660156676594.1660156676594.1&__hssc=144246122.1.1660156676594&__hsfp=3339184355) [Katz Live](https://katzdigital.com/katz-live/) [Katz Radio Group](https://katzradiogroup.com/?__hstc=197324272.bdaa4248aa517425f458118c72fd868d.1667930645629.1668793200143.1668795772174.5&__hssc=197324272.24.1668795772174&__hsfp=4183881444) [Katz Television](https://katztvgroup.com/?__hstc=197324272.bdaa4248aa517425f458118c72fd868d.1667930645629.1668793200143.1668795772174.5&__hssc=197324272.24.1668795772174&__hsfp=4183881444) [Katz Multicultural](https://katzmulticultural.com/?__hstc=197324272.bdaa4248aa517425f458118c72fd868d.1667930645629.1668793200143.1668795772174.5&__hssc=197324272.24.1668795772174&__hsfp=4183881444) **[Katz Media](https://katzmedia.com/?__hstc=144246122.583af8e7ff4bfbbcae4df4df6105d03b.1675439576231.1682693976013.1682701743491.28&__hssc=144246122.1.1682701743491&__hsfp=1061877658)** [Katz Digital](https://katzdigital.com/?__hstc=144246122.583af8e7ff4bfbbcae4df4df6105d03b.1675439576231.1682693976013.1682701743491.28&__hssc=144246122.1.1682701743491&__hsfp=1061877658) [Katz Live](https://katzdigital.com/katz-live/) [Katz Radio Group](https://katzradiogroup.com/?__hstc=144246122.583af8e7ff4bfbbcae4df4df6105d03b.1675439576231.1682693976013.1682701743491.28&__hssc=144246122.1.1682701743491&__hsfp=1061877658) [Katz Television](https://katztvgroup.com/) [Katz Multicultural](https://katzmulticultural.com/?__hstc=144246122.583af8e7ff4bfbbcae4df4df6105d03b.1675439576231.1682693976013.1682701743491.28&__hssc=144246122.1.1682701743491&__hsfp=1061877658) [Privacy Policy](https://katzmedia.com/privacypolicy/?__hstc=144246122.583af8e7ff4bfbbcae4df4df6105d03b.1675439576231.1682691133061.1682693976013.27&__hssc=144246122.1.1682693976013&__hsfp=2089710868)[Terms of Use](https://katzmedia.com/terms-of-use/?__hstc=144246122.583af8e7ff4bfbbcae4df4df6105d03b.1675439576231.1682691133061.1682693976013.27&__hssc=144246122.1.1682693976013&__hsfp=2089710868)Cookie Preferences This site is for business use only. 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