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. 2024 Mar 29;14(4):330.
doi: 10.3390/brainsci14040330.

Radio, Podcasts, and Music Streaming-An Electroencephalography and Physiological Analysis of Listeners' Attitude, Attention, Memory, and Engagement

Shannon Bosshard  1 , Emma Rodero  2 , Isabel Rodríguez-de-Dios  2   3 , Jamie Brickner  4
Affiliations

Radio, Podcasts, and Music Streaming-An Electroencephalography and Physiological Analysis of Listeners' Attitude, Attention, Memory, and Engagement

Shannon Bosshard et al. Brain Sci. .

Abstract

Whilst radio, podcasts, and music streaming are considered unique audio formats that offer brands different opportunities, limited research has explored this notion. This current study analyses how the brain responds to these formats and suggests that they offer different branding opportunities. Participants' engagement, attitude, attention, memory, and physiological arousal were measured while each audio format was consumed. The results revealed that music streaming elicited more positive attitudes, higher attention, greater levels of memory encoding, and increased physiological arousal compared to either radio or podcasts. This study emphasises the importance for brands of utilising diverse audio channels for unique branding and marketing opportunities.

Keywords: EEG; audio; marketing; media; neuroscience; podcasts; radio.

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Conflict of interest statement

This research was conducted within a commercial setting, and has been funded by Australian Radio Network, one of Australia’s largest commercial radio networks. Whilst Australian Radio Network had no role in the collection, analysis, interpretation, and reporting of the data, they were involved in designing the project. The writing of this manuscript was completed whilst the primary author of the paper was employed at Australian Radio Network.

Figures

Figure 1
Figure 1
Self-reported use cases of radio, podcasts, and music streaming. This graph was produced by Australian Radio Network in 2019, summarising the results of 2027 individuals aged between 18 and 54 outlining their consumption habits of radio, podcasts, and music streaming.
Figure 2
Figure 2
Example of radio selection screen presented to participants.
Figure 3
Figure 3
Example of the one of the selection screens presented to participants prior to the podcast segment.
Figure 4
Figure 4
The selection screen presented to participants prior to the music streaming segment beginning.
Figure 5
Figure 5
Average responses across each of the audio formats for each of the different metrics tested.
See this image and copyright information in PMC

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