Dael Wood outlines the fourth edition of the Sound Effects study
Since 2019, Onic and Dentsu have undertaken research every second year exploring the changes in audio. Media and communications continue to change and over the years we have studied the impact of digital media on audio, the changing shape of audio, and the impact of AI on audio. The title of the fourth edition is The Power of Connection.
This year, we saw increases in the levels engagement in listening and designed and validated a model for connection that can help marketers use audio moments to build valuable relationships with consumers and customers. The new connection model shows how three pillars of engagement must be present to drive connection: content, interest and context.
The research showed that equal measure of these connection points must be present, but often, more time and resource is invested in content with less consideration given to ensuring that the content is delivered to the right people in the right context.
The Sound Affects connection model
The three pillars were explored in a listening study and diary, to determine what drives connection. Interest extends beyond relevance and learning and nostalgia works to promote interest. From a contextual point of view the need to place content in ‘like minded’ spaces is important, but mood moments and reasons for choosing the content must also be considered.
The study showed that these moments change throughout the day with various triggers at different day parts. While entertainment and humour featured in drivers of content that connects, emotional resonance and particularly human story telling were strong drivers of connection.
Consumption
In addition to connection, we saw that audio continues to be a powerhouse within the broader media environment, making up 19 per cent of Irish people’s media consumption. As audio continues to grow and evolve beyond FM radio, the expansion is resulting in more consumption with each audio channel playing an important role.
In researching connection, it was important to understand not only what drove connection, but also the value. We found that on in three people were likely to recommend or talk to someone about an ad that they felt connected to, 30 per cent were personally impacted in terms of attitude, and one on four were more likely to purchase.
Brian McCarthy, Onic with Dentsu’s Dael Wood and Zsofi Toth at The Power of Connection
Four clear listening themes emerged from the longitudinal study, first carried out for Sound Affects in 2019:
1 Back to the Office
The new shape of hybrid working has been debated and researched regularly, but the listening data showed a marked difference in how we are commuting. While the morning commute is behaving similar to pre-Covid behaviour with the period between 6am and 9am being key for radio listenership, the afternoon commute has elongated.
2 My Choice
With more audio options available, listeners are actively choosing content more than ever before. We found that 65 per cent of people say they take time to choose what they listen to, compared to 55 per cent in 2023. Seven in 10 people choose what they listen to, to match their routine. It compares to 58 per cent in 2023. We learnt that they choice triggers evolve throughout the day, with the requirement to mood regulate increasing throughout the day.
3 Storytelling
When we explored what content works to drive connection, it became apparent that storytelling is a critical component. Of the top five content typologies that Irish people feel connected to, storytelling features in four.
Storytelling as a powerful tool for connection also delivers when it comes to advertising. Just over one in three people claim that an ad connects with them when it is introduced with a personal story or anecdote.
4 Part of home
Going back in time, the radio was a central and permanent feature in the home, but over the years, it lost its role in the home. Smart speakers have brought audio firmly back to its central place in the home. Research shows that 71 per cent of adults always put on audio while doing tasks such as cooking and cleaning.
In contemporary media ecosystems, connection is not simply a social or emotional function—it is a primary driver of economic value. Media organisations, brands, content creators, and platforms all monetise connection because it translates directly into engagement, influence, and ultimately revenue.
Dael Wood is strategic consulting director at Dentsu; dael.wood@dentsu.com
