A new report by NIQ, the parent company of GfK, says audio advertising “works harder than you think.”

Using Neuroscience, NIQ has found that “when consumers listen, their brains don’t switch off but rather lean in. Audio doesn’t just fill space; it activates memory, emotion, and intent in ways that visual clutter often can’t.”

NIQ’s neuro-based electroencephalogram (EEG) research shows that “audio advertising creates a uniquely personal experience.”

Without visuals to anchor interpretation, listeners build their own mental imagery, “turning a brand story into something deeply individual,” engaging Emotional Motivation, Attention Processing, Memory Activation, and ultimately Action Intent (a measure of behavioral change predictive of in-market performance).

The EEG signals capture what consumers feel and process before they can rationalize it.

What can be learnt from the research?

• The opening moments of an audio ad are crucial
• Music, tone, and narrative hook listeners emotionally and cognitively in the first 10 secons of an audio ad
• Strong brand cues, such as distinctive jingles, clear brand mentions, and familiar sonic assets, enable listeners to “see” the brand individually
• Repetition, especially of jingles or abstract cues, can soften engagement over time, so make various versions of ads and carefully control the frequency and placement
• The most effective audio advertising balances emotional storytelling with clear brand signals, but avoids cognitive overload, and evolves creatively to prevent wearing out

NIQ concludes, “in a fragmented media landscape, audio’s strength lies in its intimacy. When brands understand how sound truly works on the brain, they don’t just get heard—they get remembered.”

These are things that the best audio creatives have known for a long time, but it is good to see that the NIQ research continues to reinforce the strength of audio advertising.

NIQ Global Intelligence plc is a global consumer intelligence company listed on the NY Stock Exchange. In 2023 NielsenIQ (NIQ) and the German based research company GfK SE (GfK) merged to form a combined company that has over $4 billion in sales and 30,000+ clients in more than 100 countries.