Do your ads talk too fast to your audio audience? How speech rates of audio commercials influence cognitive and physiological outcomes

Speech rate plays a critical role in understanding speech and therefore in advertising messages. Announcers tend to speak fast in radio and television commercials.

MANAGEMENT SLANT

  • The common strategy of using fast speech style to convey information in a short period should be avoided if the goal is for listeners to understand and better remember the information.
  • Optimal timing is about 180 words per minute for a commercial delivered at a moderate, dynamic pace, which is a little bit faster than normal.