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June 7, 2021

Digiday: Media Buying Briefing

Article Author: Michael Bürgi, Digiday

Color by Numbers

For decades, radio was the sole audio media option for buyers and planners, but the advent of podcasts and streaming audio changed all that. It also empowered the era of sonic branding. Audio intelligence platform Veritonic’s latest Audio Logo Index report shows that some categories are breaking through more successfully than others. The Index uses machine listening and learning to measure emotional resonance, recall, engagement and purchase intent. A few highlights from the report:

  • Insurance companies have figured out how to use audio branding to great effect. Farmers Insurance scored an 88 (out of 100), followed by State Farm at 87 (although State Farm enjoys the highest level of brand recognition).
  • Quick serve restaurants also scored highly on the Audio Logo Index, with Arby’s, Popeyes and Red Robin all scoring an 86 (while Little Caesar’s won the brand recognition battle).
  • Conversely, financial services and technology brands made little headway in improving their ranking in the Index. Mastercard, for example, scored a 53 and was recognized by only 4 percent of respondents.
  • Brands that incorporated their names into their sonic branding lifted their recognition value. For example, AutoZone’s 84 index score was aided by a 62 percent surge in its brand recognition once the brand name was incorporated into the audio logo.

Download the Audio Logo Index here.

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