This is your brain on radio.

brainiHeartMedia partnered with a neuromarketing firm, Neuro-Insight, and its proprietary “Steady-State Topography (SST)” technology, to measure how the brain responds to communications, including a broad spectrum of content and advertising. The results are very good for radio: our advertising outperformed television ads for the same brands. Neuro-Insight tested eight advertising campaigns with parallel radio and television versions; seven of the eight tests showed radio ads returned much higher results than TV in “memory encoding at key branding moments.”(That’s a good thing.)

Radio was also more effective than TV in converting content engagement into memory encoding during advertising breaks—indicating stronger impact on consumer choice and behavior for radio ads as compared to the tested television ads.