Largest-Ever Study of Award-Winning Audio Creative

Radio commercial quality and brand and sales effect are strongly linked. Creative yields powerful results, driving 50% of all sales lift, according to Nielsen. Creative impacts sales lift more than media.

What makes a radio ad good or bad? Westwood One's audio creative best practices outline step-by-step recommendations for optimal impact, but we wanted to learn more. Now, in an exclusive creative study conducted in partnership with audio testing experts VERITONIC, we examine what is arguably the "best of the best" in the audio world by focusing on ads from the most prestigious advertising and creative award shows in the Audio Effectiveness 2018 Report for Creative Excellence Awards.

VERITONIC evaluated 164 radio ads from the 2015-2018 finalists and winners for the Radio Mercury Awards, as well as the Cannes Lions and Clio Awards. These industry-celebrated ads were evaluated against emotional responses and purchase intent using an enormous sample of 6,003 respondents. Here's what the study revealed:

Award-Winning Ads Boost Purchase Intent Significantly