Radio, the Ultimate One-on-One Medium:

Why Certain Vocal Characteristics Can Make or Break an Ad

Each radio advertisement that goes on the air is used to deliver a message to the consumer.  These messages are usually finely-tuned to fit perfectly into a specific amount of time while also ensuring that all important pieces of information are delivered to the listener.  Unfortunately, there is not enough focus on the vehicles that deliver most of these messages: the voices.  There are three major issues to consider when analyzing the vocal performance of a given advertisement.  The three vocal aspects are: pace, pitch and intonation.  Altering these vocal aspects can also change the way that the message is perceived or whether the listener receives the message at all.

Of the three major vocal aspects, pace is perhaps the most overlooked.  In an effort to fit as much information into an advertisement, many narrators have to hasten their pace to deliver the entire script in the given time slot.  Although this seems like a minor change, it can completely alter the engagement of the listener.  Sensory Logic’s experience in testing advertisements finds that a user is considered engaged when they have a noticeable (although often very slight) emotional reaction to the stimulus.  After testing a number of radio ads with WBEB-FM of Philadelphia, it has become clear that these emotional reactions are far less frequent during fast-paced narratives. 

A great example of how such narratives can be detrimental to an ad is an automaker’s ad that we recently tested.  Overall, the sixty-second ad tested very well with amazingly high engagement.  In fact, the only issue with the ad involved a 15-second period toward the end where the high level of engagement dropped off severely.  The drop-off corresponded directly with the beginning of an informational narrative.  Also, the narrator herself had a soft voice, which was neither abrasive nor offensive in any way.  The reason for the engagement drop off was the rapid pace that the narrator had to speak.  A separate narrative early in the commercial was executed much more clearly.  A male voice delivered a concise statement detailing the benefits of their vehicles and took his time doing so.  As a result, engagement never wavered even though the tone had changed from humor to narrative.  It is essential to keep the narrative at a slower pace to allow the listener to understand the message.  Consequently, the listener will simply “tune-out” when the most important messages are delivered. 

Pitch is another essential aspect of quality radio advertising.  The vocal pitch of the advertisement can be used to entice the listener or even notify the listener of what to expect.  The pitch for each type of advertisement can vary according to the product, for example, an ad for an amusement park would be have a higher pitch, looking to stay upbeat to match the excitement of the park.  However, an ad for a romantic restaurant might have a lower pitch and a more deliberate pace to match the ambience of the establishment.

The most important element of pitch is to ensure that it matches the offering.  Using an excited tone to advertise a funeral home may pull more listeners in initially.  However, the confusion caused by the contrast between the pitch and the message can muddle the message.  It is more important to create a cohesive blend of pitch and message than to use the pitch to create artificial interest.

Finally, the most emotional aspect of vocals in radio advertising is the intonation.  In every message there are a number of key words or phrases that truly bring home the message with consumers.  Vocal intonation can be beneficial in subtly pointing out the vital portions of the messages to listeners.  Another important usage of intonation is to emphasize the emotional benefits of an offering.

One of the best examples of how to properly utilize intonation to improve a marketing message comes from a radio spot that we tested for a popular online search engine.  The ad successfully implemented intonation for both emotional aspects as well as to showcase product benefits.  The beginning of the ad started with a high level of appeal after the story is introduced.  After the introduction, the narrator is hiding behind a houseplant while spying on the main character that is using the search engine.  The main character yelps in genuine surprise after spotting the narrator.  This point starts the message off with a bang.  A number of listeners enjoyed the humor of the situation and it started the ad off with a high level of engagement from its listeners.  Soon after, the tone changed to one of annoyance, directed at the intruder (narrator).  The continued humor kept listeners enjoying the commercial and most importantly kept engagement high for the subsequent dialogue.  In the subsequent dialogue, the main character’s tone switches to excitement as she explains the benefits of the product.  This is the most important part of the message as being able to keep the listeners engaged and enjoying the advertisement while explaining product benefits will ensure maximum effectiveness for the ad.

Intonation and realism were the keys to success for this radio spot.  The frequent intonation keeps the ad interesting, avoiding the monotonous scripts that listeners have become accustomed to ignoring.  The realistic usage of the intonation lends credibility to the ad.  Users engage in the story and don’t realize that they are “being sold.”  After achieving these goals, listeners are highly attentive and the benefits of the product can be effectively explained.

Although they are rarely talked about, the vocal aspects of the advertisement are every bit as important as the message.  Using intonation in concert with proper pitch and pace will improve the effectiveness of any radio advertisement; driving up (the) ROI without having to alter the message.

Dan Hill is President of Sensory Logic, Inc