In a never-before conducted study, Mediaprobe measured second-by-second electrodermal activity (EDA) and dial data on the response of respondents to pre-recorded AM/FM segments in various genres for the purpose of understanding overall strength of ad engagement, brand fit, and recall of the AM/FM radio ads. Click below to watch an 11-minute video of Pierre Bouvard, Chief Insights Officer of the Audio Active Group®, outlining the key findings from the study, illustrating how AM/FM radio is more engaging than ads.
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