iHeartMedia,  formerly known as Clear Channel, released new data from a study in partnership with Neuro-Insight about the brain’s response to different types of communication. The results showed that radio advertisements performed better than television advertisements for the same companies.

Neuro-Insight used steady-state topography, a form of imaging technology that measures the brain’s response, to assess the impact of eight different advertising campaigns with parallel radio and TV spots. The radio ads delivered higher memory encoding at key branding moments in seven of those instances. The findings also pointed toward better content-ad interaction and stronger impact on consumer choice and behavior in radio, according to the iHeartMedia press release.

iHeartMedia sponsored the Neuro-Insights study, which was peer-reviewed according to Inside Radio.