Here’s an interesting finding about gender preferences and voice-overs from a radio project we worked on with Pierre Bouvard of Westwood One.
Women prefer female voiceovers in AM/FM radio ads. Westwood One worked with well-respected brand and media metrics consultancy, Sequent Partners, to analyze nearly 100 AM/FM radio ads tested by Nielsen. Alice Sylvester, the co-founder of Sequent Partners, coded each ad as having either a female or male presenter and examined creative performance by gender in the Nielsen data.
Sylvester’s breakthrough discovery was that women rated female-voiced ads better for favorability, brand recall, relevance, memorability and engagement than male-voiced creative. Women preferred hearing voices like their own on the radio.
The cool thing is the finding has been validated by four other studies. Read the article here!