Westwood One and Mediaprobe prove the importance of radio as a highly impactful media

Can traditional media channels like radio deliver high-quality impressions? Furthermore, how can you demonstrate the effectiveness of radio advertising compared to TV when there is limited comparable data? 

To answer this question, Cumulus Media | Westwood One Audio Active Group® leveraged our Emotional Impact Score (EIS) – THE quality metric for context and emotional engagement,  truly comparable across media, along with the largest database of emotional responses to televised content (over 200,000 hours of biometric data). 

By testing and benchmarking AM/FM radio ads against Mediaprobe’s norms, the results show radio as a highly influential communication channel – radio advertising surpassed TV ads in emotional impact by 12%. 

Download our latest case study to discover how you can showcase the power of your audio IP and its unparalleled opportunities for advertisers.