The home of the Hit and Triple M radio networks is jumping in on the emerging “attention” economy, partnering with Professor Karen Nelson-Field’s Amplified Intelligence to measure how radio and podcast audiences are really listening.

Southern Cross Austereo says it is the first audio company internationally to pioneer measurement of broadcast audio attention to understand how live radio influences brand choice to exposed listeners. The company’s feasibility study revealed that broadcast audio commands high attention, on par with other broadcast mediums such as television.