Australian publisher ATN has become the first in the country to undergo an audit by Adelaide, a media quality rating that predicts consumer attention. The audit reveals that ATN's content outperforms podcasts by 7.5% and online video by 39.8% on average in terms of consumer attention.

The Adelaide Attention Unit (AU) is a media quality rating that predicts attention and subsequent impact. It has been proven to strongly correlate with meaningful brand outcomes. AU scores are powered by a machine learning model that processes eye-tracking data, exposure data, and full-funnel outcome data.

ATN's ad placement, which follows traffic information content, is ranked among the top four media channels for consumer attention. The publisher, which reaches 16 million people weekly, commands three times the attention of Facebook, two-and-a-half times that of Instagram and display advertising, and twice the attention of TikTok.

ATN's airs traffic reports on over 200 capital city and regional radio stations across major networks, and on the Seven and 10 TV networks. The publisher has partnered with Adelaide and Kantar for Australia's first tripartite alliance to explore the true meaning of attention effectiveness.

Kantar’s research of 775 radio listeners found that 73% of listeners always pay attention to ATN content, regardless of their activities. ATN recently rebranded from the Australian Traffic Network to reflect the evolution and future direction of the business.

"ATN is a unique, high-attention media platform, which this exclusive research from Adelaide and Kantar confirms. Listeners actively lean into and enjoy the brevity of ATN's ad format, which enhances trust and relevance. ATN's mix of high attention and reach increases brand saliency and full-funnel outcomes. The success formula - high attention, trusted content, and concise messaging, multiplied by extensive reach - delivers measurable growth that makes brands stand out and achieves significant uplifts in awareness, trust, and purchase consideration." said Karen Holmes, national sales director, ATN.

"We’re excited to welcome ATN as our first Australian publisher partner. Our comprehensive AU audit revealed that ATN's inventory exceeded global radio benchmarks by 10 to 15%. This highlights their dedication to delivering high-quality ad experiences." added Marc Guldimann, CEO and co-founder of Adelaide.