To test this in the highly competitive travel sector, atn teamed up with Kantar to carry out a comprehensive attention context lab study for a prototype travel brand ‘Aqua Escapes’.
To put this to the test, Kantar surveyed 775 participants in October 2024, and the results speak for themselves.
atn’s content – whether it’s traffic, news, weather, or fuel updates – is a key part of the radio experience. It’s what people rely on, with 83% of listeners finding it important and relevant, and 87% trusting the information provided.
By embedding brand messages into this trusted space, we saw a 9-point lift in brand relevance and a 7-point increase in trustworthiness for Aqua Escapes.
The study also showed that combining atn’s high-attention environment with a compelling 30-second radio ad can seriously move the needle, driving:
Whether it’s building trust, sparking consideration, or driving conversions, atn helps brands get noticed in the moments that matter.
felt the brand was relevant after hearing the ad.
trusted the brand
