Veritonic Audio Ad Index

Veritonic says strong brand identity propelled several advertisers to the head of the pack on the company’s monthly Audio Ad Index. The ranker looks at which audio ads are performing best with listeners on traditional radio, podcasts, and streaming audio services. Topping the list in March was the job site Indeed. Its audio spot led to a 27-point jump above the benchmark score for purchase intent.

Veritonic credits not only a strong brand, but Indeed’s continued emphasis on women, saying in the current climate that “forward-thinking, culturally-on-target perspective drives success.” Indeed’s number one-scoring audio ad in March focuses on a female-owned business and also used a female voiceover talent. The spot titled “Anita’s Outdoor Store” addressed the pressing need of a woman storeowner to hire additional staff.

A major audio investor across broadcast radio and podcasting, Indeed ranked No. 3 for the week of March 29-April 4, airing 49,674 broadcast radio ads in the 110 markets tracked by Media Monitors. The online employment service ranked No. 9 with 1.2 million broadcast radio spots in 2020.

Meanwhile, there may be a wider trend developing. Veritonic says four of the top ten performing ads in March used a female voiceover. That is above the historical average of 28% of ads using female voices.

Farmers Insurance, which topped the list in February, fell to fourth place on the Audio Ad Index in March as it tied with rival GEICO. The insurance category continued to outperform overall, with three of the top ten coming from that sector.

Veritonic says Liberty Mutual and its brand characters, LiMu Emu and Doug, along with sound effects and an overall lively production, scored well with listeners and helped to perpetuate the brand’s “fun” image. The Liberty Mutual spot that ran last month scored second highest (78) for being “energetic,” Veritonic says. It also benefits from a catchy audio logo. “With a purchase intent score 17 points above the benchmark for insurance, the ad’s brand layers clearly work for Liberty,” says Veritonic in a blog post.

The arrival of spring also brought a return of home improvement retailer Lowe’s to the Audio Ad Index. Veritonic says its spots were also “lively” and “loaded with fun sound effects.” The Lowe’s ad was also narrated by a woman.

To rank audio ads each month, Veritonic says it detects and scores audio advertisements across major verticals by analyzing an ongoing flow of thousands of podcast, radio, and other streams. Powered by machine listening and learning, its platform gauges the effectiveness of assets by correlating each with thousands like it that have been analyzed across the Veritonic database. Each ad is compared to how others in its category performed.