Another criminally underrated chart.

By Diego Chicharro- Head of Effectiveness at Publicis London

Another criminally underrated chart.

But first, some context:

Marketers love banner ads.

They’re cheap to buy and come with instant feedback on a shiny dashboard.

The problem?

They’re cheap to run but expensive to pull off.

Cost per attentive second is often WAY higher than TV or social video (Lumen Research)

Only 9% of banners are viewed by a human for over a second (says Bob Hoffman, and I believe him)

And the “performance” you can measure? More often than not, it’s just noise – the classic last-click attribution trap (if you don’t believe me, ask Dr Grace Kite)

On the other hand, radio (and podcasts) often get neglected on media plans. But time and again, the data proves how effective this OG channel still is.

This chart from System1 and Effie UK shows radio outperforms on both short- and long-term outcomes.

And a recent Audacy, Inc. x Nielsen study found radio is also more efficient – delivering lower CPMs and higher trial rates than digital display.

So next time you’re about to default to banners, consider radio instead.

You might be surprised how many people actually listen… and how much attention your brand gets.