Every Account Executive who sells Rock Radio, Podcasts or anything Audio should be shouting this from the rooftops. I’ll get to that in a minute, but let’s start with programming.
Basic logic: Rock, Alternative and all Radio programmers use “vocal hooks” in research because they are considered the most memorable and best parts of the song. More so than a blazing guitar solo or drum fill. The reason formats like AC use jingles; they’re memorable, sometimes unforgettable.
This is simple and tied to brain function, and all in the Audio world should take notice.
I can count to ten in Japanese. I’ve never taken a Japanese language class, read a book, downloaded an app, traveled to the country, I don’t follow their baseball, and rarely recite the count. I love the food and people, though.
The numbers were taught to me in elementary school, just before a field trip to a local Japanese steakhouse. In between getting shrimp and beef flipped at us from the teppanyaki grill, our teacher thought it would be great if we dazzled the chef with our counting skills.
I’ve never forgotten how to say those ten words for numbers.
The reason it sticks with me isn’t because my young brain had endless gigabytes of space for words like “Hachi” (the number “eight”); it was because, in terms of duration, echoic memory (audible) is stronger than iconic (visual) memory.
The teacher didn’t write the lesson on the blackboard. There was no chance we were reading Japanese. It was verbal, audible learning, just like hearing and remembering a Linkin Park song or the “SUNDAY, SUNDAY, SUNDAY” monster truck spots.
In contrast, as I’ve said before, everyone reading this has forgotten most of the billboards they saw on the way to work this morning. I love billboards; they can work, but most don’t for reasons marketers understand. Oh, and there’s no sound. To be fair, not every audio spot or song works, either.
Every audio-based account executive should be shouting from the rooftops about echoic vs. iconic memory. Video sellers and advertisers should also have this on their frontal lobes. Sell or buy all the video ads you want; they CAN work, but the audio in the spots may be the real star.
Media examples:
- Songs: While I’ve seen it countless times, I visually can’t remember much of the “Enter Sandman” video, but I can growl along to every word on 98 KUPD.
- Radio Spots: You probably couldn’t sketch their logo, but if you wanted to donate your 4Runner to Kars 4 Kids, you know the number.
- TV Spots: It dates me, but I remember every word of the “two all-beef, special sauce, lettuce, cheese…” song, even though my iconic memory of the spot is shaky at best.
- Movies: We can get a movie trailer with no voiceover, and we’ll probably tune-out and check our phones. But add some great bombs and explosions and we might even pre-order tickets.
- Social: Turn off the volume and watch TikTok videos. Have fun with that.
- Comedy: You remember great jokes but have probably forgotten what shirt the comedians were wearing.
Other factors can be added to this brain matter – do we care about this, do we want to remember, reach and frequency, and the words used. Some may even dispute these memory claims, but it’s an unarguable reminder of how powerful audio can be – or not be.
- Do the creative promos and the imaging cut through
- Is the copywriting really on point
- Are stop sets full of ineffective spots
If I had a dollar for every time a Production Director complained about bad ad copy or the terrible spots sent in for air, I’d be on a beach writing about tropical drinks.
At Radio, Podcasts, Streaming – audio is EVERYTHING, and that includes every word spoken. I was recently reminded of a great quote by Roy H. Williams – “Use half as many words and they’ll hit twice as hard.” (I should take his advice!)
The best programmers, imaging ninjas and talent understand this already. The audio we create and the words we write, say, sing or yell can leave lasting marks.
I haven’t heard the mighty 99.9 KISW lately, but I know exactly how their Legal ID audio signature sounds. “Thaaa Raaawk.” I won’t be forgetting that, neither will their listeners.
Keith Cunningham is a Rock/Alternative columnist for Barrett Media, and the Master of Mayhem at 95.5 KLOS-FM in Los Angeles for over 10 years. He’s been voted one of America’s Top 5 Program Directors in two formats by Barrett Media and one of America’s Best PDs by Radio Ink. Keith has built his career by taking multi-million-dollar brands from worst to first, and leading Marconi & Gracie award winners. A self-described audience data and research nerd and advisory council member for St. Jude fundraising, Keith is a fantasy football champion and lover of his daughters & dogs. Reach him here at LinkedIn and X. For non-KLOS questions or comments, reach him at Keith90405@gmail.com.
