MAGNA Study Explores Listening Rituals and How Audio Advertisers Can Improve Engagement and Purchase Intent by Complementing Daily Routines

Rhea-AI Summary

The latest research by MAGNA and Audacy reveals that aligning advertisements with audience rituals significantly enhances brand metrics. Advertisers that matched their messages with listeners' routines observed increases in brand excitement (+10%) and relevance (+8%). The study, titled Aligning with Rituals: The Contextual Foundation of Audio, analyzed how ritual-based ads compared to genre-based ads and found that brands synchronizing with daily rituals enjoyed a +12% boost in consumer connection. Key findings highlight that 74% of listeners integrate audio into their rituals and that aligned ads can improve search (+12%) and purchase intent (+9%). The study surveyed 1,920 weekly audio listeners across various content types, emphasizing the effectiveness of contextually aligned ads in driving consumer engagement and brand favorability.

Positive

• Brand excitement increased by +10% with aligned advertising.
• Brand relevance saw a lift of +8% through contextual alignment.
• Consumer connection heightened by +12% for contextually aligned ads.
• 74% of listeners incorporate audio into daily rituals.
• Search intent improved by +12% due to contextual alignment.
• Purchase intent increased by +9% when ads matched rituals.

Negative

• None.

Contextual Alignment, From Matching Brands with Programming Genres to Day Part Rituals, Improves Brand Favorability, Search and Purchase Intent

NEW YORK--(BUSINESS WIRE)-- 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%).

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).

View source 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

Source: Audacy

FAQ

What did the MAGNA and Audacy study find about brand metrics?

The study found that aligning advertisements with audience rituals boosts brand excitement by +10% and brand relevance by +8%.

How does contextual alignment affect consumer connection?

Contextual alignment can enhance consumer connection with brands by +12%.

What percentage of listeners incorporate audio into their daily rituals?

74% of listeners incorporate audio into their daily rituals.

What was the sample size of the Audacy study?

The study surveyed 1,920 weekly audio listeners.

How much did search intent increase due to contextual alignment?

Search intent improved by +12% with contextually aligned ads.

What was the impact of aligned ads on purchase intent?

Purchase intent increased by +9% when ads matched listeners' rituals.