Radio outperforms YouTube on ad recall in Austria, IAB Austria event data reveals
IAB Austria's "The Power of Audio" event on June 18, 2026 presented RMS Austria data showing radio reaches 6 million Austrians daily and outperforms digital platforms including YouTube on advertising recall and trust. The event gathered researchers, broadcasters, media planners, and technology providers to examine the state of audio advertising, with data making a case that radio continues to command strong audiences and commercial credibility.
Key quotes
Radio - far from fading - continues to command audiences and commercial credibility that digital platforms have not yet matched.
RMS Austria data shows radio reaches 6 million Austrians daily and leads every digital channel on advertising recall and trust.
IAB Austria gathered industry leaders in Vienna on June 18, 2026 to examine the state of audio as an advertising channel.
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