CASE STUDY

FD Mediagroep - A New Era For Audio

Audio advertising was going through rapid change, with radio, podcast and livestream listening all opening new ways to reach audiences, and advertiser demand for audio campaigns growing to match. FD Mediagroep teamed up with Brand Metrics to put that demand to the test, surveying listeners of BNR, the Netherlands' business news station, to measure how different audio formats and combinations perform against brand KPIs.

Methodology 

The study tracked more than 32 campaigns among BNR listeners over the course of a year, comparing brand lift across radio, podcast and livestream, individually and in combination, and testing the effect of campaign length on results. Brand awareness, consideration and preference were measured throughout, giving a direct read on how each audio channel and format shapes listener perception. 

Datapoints & download hook

The results were striking: combining radio, podcast and livestream in a single campaign delivered the highest overall brand lift, at 17.3%, and audio as a whole produced a brand lift of 15%, almost double the 8% seen for standard online display. Shorter campaigns, under 20 seconds, performed even better, generating more than twice the brand lift of longer spots. Download the full report to see how each channel and format combination compares.

Footnote

FD Mediagroep has since published a second, broader Dutch-language whitepaper (“De 5 Key Drivers in Audio-Advertising”) synthesising 100+ studies over two years, which explicitly updates this study's spot-length finding. Sean has chosen to feature this earlier, English-language, Brand-Metrics-only study for now, since the majority of site visitors are English speaking and it foregrounds our own data rather than a wider synthesis — the broader study remains a candidate to feature or swap in later.

CASE STUDIES

More Case Studies