Sydney – October 2025: atn has launched a ground-breaking new research product, atn Funnel Impact, to prove the power of high-attention media in driving brand funnel outcomes.
In an Australian audio first, atn is collaborating with On Device, one of the world’s leading brand lift measurement companies and Adelaide Metrics, the leader in attention-based media quality measurement, to connect attentive media exposure directly with brand funnel metrics.
Building on atn’s ‘gets attention’ promise, the launch of atn Funnel Impact marks its latest commitment to measuring the attention advantage of its live traffic content and accompanying 10-second ad placements.
By directly measuring the impact of attention reach across the brand funnel, atn offers advertisers proof that attention doesn’t just get noticed, but delivers measurable results in three key ways, including: An analysis of attentive reach, such as the percentage of campaign activity that exceed attention benchmark; a detailed breakdown of how the campaign moved key brand metrics across the purchase funnel; and a predictive multiplier on how high attention can drive key band measures for future campaigns.
Vic Lorusso, atn CEO, said: “With marketing budgets under increasing pressure and research frequently the first thing to be cut, we see this as a practical way to support clients and agencies with credible evidence of the outcomes attention can deliver. Attention has often been talked about in theory, but with atn Funnel Impact we can now clearly demonstrate how attention translates into movement across the brand funnel. The results are delivered quickly, transparently and independently verified, so marketers can be confident in the value of their investment.”
Multinational automotive company, Mahindra Australia, which is celebrating 20 years locally, is the first partner for the atn Funnel Impact study, highlighting the brand’s commitment to innovation and effectiveness in its marketing approach.
Alistair Hill, CEO and Co-Founder at On Device, said: “Brand outcomes are a strong measure of advertising effectiveness, and this collaboration with atn and Adelaide Metrics gives marketers clear, independent proof of how high-attention media drives movement through the funnel. What makes this partnership particularly valuable is the ability to connect verified attention data with brand lift results. Together, we’re setting a new benchmark for accountability and transparency in media measurement.”
Marc Guldimann, CEO & Co-founder of Adelaide, added: “Attention is only valuable when it leads to meaningful business outcomes. By connecting Adelaide’s AU insights with On Device’s brand lift measurement, atn is giving advertisers a clearer view of how high-quality media translates into stronger results.”
As part of the Funnel Impact launch, atn is offering select partners complimentary attention audits with brand uplift results within 10 days of campaign completion.
atn Funnel Impact builds on atn’s existing partnership with Adelaide Metrics and atn’s market-first Attention Guarantee, which independently verifies campaign performance against Adelaide’s benchmarked AU scores. In the 12 months since atn introduced AU Guarantees across its inventory, leading Australian brands, including Origin Energy, Subway, Telstra, and Woolworths have embraced them to ensure consistent, high-quality media across their investments.
The addition of On Device’s brand lift expertise, means advertisers now have clear visibility on how campaigns running on atn turn into uplift across key brand measures throughout the marketing funnel. Atn is also working on how its attention advantage generates effective return on investment compared to other channels.
The leading authority on traffic content across radio and television, atn airs traffic reports on over 200 capital city and regional radio stations across major networks reaching 16 million Australians weekly, and on the Seven and 10 TV networks.
If you would like a copy of the full report, please email us.
Recent research conducted by media agency, OMD into Australian audio consumption reveals a dynamic landscape where listeners are increasingly engaged, spending nearly three hours per day with commercial audio content – a figure up 31% year-on-year. This growth is driven by younger audiences (18-44 years old) and spans podcasts, streamed music, and broadcast radio, with 76% of audio listeners tuning in daily. Audio’s broad reach, high engagement, and intimacy make it a powerful medium for brands, offering multiple ways to connect with diverse audiences.
Within this context, atn emerges as a clear leader in audio advertising effectiveness. Traffic sponsorship messages delivered by atn consistently outperform other ad formats across key diagnostics: they are rated as more trustworthy, relevant, authentic, and less annoying than traditional brand commercials or talent read ads. Listeners perceive traffic reports as an integral and positive part of their radio experience, especially on broadcast and DAB radio. atn’s 10 second messaging, read by trusted talent, feel like part of the show, boosting memorability, believability, and attention. This integration drives nearly twice the call-to-action compared to other audio ad types.
The research also highlights that ads which tell a story and fit the platform maintain listener attention far longer, with atn’s creative approach leveraging these insights for maximum impact. While many audio ads struggle to grab attention, atn’s 10 second format – short, relevant, and seamlessly woven into the listening experience – delivers brand positivity and trust. In summary, atn’s strengths lie in its ability to create authentic, engaging, and effective audio sponsorships that resonate with Australian audiences, setting a benchmark for audio advertising excellence.
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The latest research from Adelaide and the ANA (US Association of National Advertisers) demonstrates that attention metrics are transforming how brands measure and optimise media quality. Traditional metrics like viewability and CTR often miss the mark, rewarding cheap reach over true impact and leading to wasted spend on low-quality impressions. Attention metrics, by contrast, are grounded in evidence and predictive of real business outcomes. They empower advertisers to make smarter investment decisions, ensuring that every media dollar works harder and delivers measurable results.
At the heart of this shift is the Attention Unit (AU) score, a scientifically validated metric that connects media quality to outcomes like brand lift, conversion, and ROI. Case studies show that campaigns optimised for higher AU scores consistently outperform those using standard buying tactics, driving up to 41% higher brand lift and 56% stronger lower-funnel performance. For example, high-AU placements have delivered 2.8x more conversions, 19–21x more revenue, and up to 156% more incremental store visits, all while lowering cost per acquisition and cost per visit.
Atn’s environment is engineered for high attention, with a market-leading AU score of 53.71, placing it among the top five channels for attention and outperforming most digital and traditional media. This means brands partnering with atn benefit from uncluttered, trusted content and concise messaging that consistently drives stronger outcomes. By integrating AU into planning and activation, atn helps brands maximise efficiency, reduce waste, and achieve measurable lifts in awareness, trust, and action.
If you would like a copy of the full report, please email us.
The eye watering cost of Dull Media by Dr Karen-Nelson Field, in collaboration with Adam Morgan and Peter Field.
A new report by Amplified Intelligence, The Cost of Dull, calls out a real problem in our industry: too much money is being spent on media that’s technically viewable but rarely seen, or worse, completely ignored.
The report proved that the “Cost of Dull” isn’t just about bad creative. It’s about buying media that doesn’t get your message seen or heard.
A focus on CPMs has driven dollars towards “cheap” media that delivers no active attention, offering no possibility of effective communication taking place.
Advertisers are regularly paying a media Dullness Tariff that could be costing them up to 72 cents on the dollar.
Level and time-span of audience attention should be a critical part of media decision-making.
atn brings together intense attention, reach and cost efficiency into a single, powerful channel, with seamless integration into ‘lean forward’ content that’s critical to a consumer’s day including traffic, fuel prices, news, weather and sport.
With atn on the schedule, there’s no gap between what’s served and what’s heard offering a level of attention that we are willing to guarantee.
Check out the full ‘The Cost of Dull’ report from Amplified Intelligence HERE; and find out more about the atn attention guarantee HERE with a live Attention audit featured below from a leading Telco.
Contact your atn representative to explore how atn can help you combat the ‘cost of dull’.
If you would like a copy of the full report, please email us.
The latest attention-based measurement shows that campaigns optimised across atn’s uncluttered, in content environment achieve up to 150% lifts in brand awareness and 108% in purchase intent, with 73% of listeners saying they always pay attention to atn content, regardless of what they’re doing.
atn’s strengths are validated by Adelaide Metrics’ industry-leading Attention Unit (AU) score of 53.71, placing it among the top five media channels for attention, outperforming Facebook, Instagram, TikTok, and even rivalling cinema and TV.
Its concise, 10-second ad format is not only appreciated by listeners for its clarity and brevity but also drives superior outcomes: atn’s relevance, affinity, and brand difference scores are significantly above industry norms. Pairing atn with traditional radio amplifies results, delivering notable uplifts in brand saliency, favourability, consideration, and web visits for both established and emerging brands. For example, automotive and food brands saw saliency boosts of 27% and 24% respectively, while new brands experienced up to 28% more web visits.
The formula for atn’s success is simple yet powerful: high attention, trusted content, concise messaging, and extensive reach across 16 million Aussies every week. Brands benefit from measurable lifts in awareness, trust, and action. Whether you want to maximise every media dollar, build credibility, reach large audiences, or stand out in a competitive market, atn’s high-attention environment delivers.
If you would like a copy of the full report, please email us.
