B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
38%
38% -- brand recall rate for other advertising (2023 Q3)
According to research by dentsu, the benchmark/norm for correct brand recall generated by other advertising is 38%.
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
38%
Unit
Percentage
Data Vintage
2023 Q3
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
dentsu
Primary
Tier B
https://www.insideaudiomarketing.com/post/study-audio-beats-video-in-grabbing-people-s-attention-and… ↗
Source Article
Study: Audio Beats Video In Grabbing People’s Attention And Generating Brand Recall.
In a first-of-its-kind study, media agency network dentsu has cracked the code on measuring listener attention to radio and other audio advertising. Working with Lumen Research, dentsu measured various audio formats and environments across three unique studies in podcasts, radio, and music streaming…
Original Research
dentsu
· Original study ↗
Methodology
Studied by dentsu
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
other advertising: 38% brand recall rate. Source: dentsu (2023 Q3). Via Lighthouse Intelligence -- https://lighthousedata.io/data/audio-ad-norm-recall
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<blockquote cite="https://lighthousedata.io/data/audio-ad-norm-recall" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>38%</strong> -- brand recall rate for other advertising<br><small>Source: dentsu (2023 Q3) · <a href="https://lighthousedata.io/data/audio-ad-norm-recall" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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