Australia’s commercial radio players are diving into the advertising attention economy, building an in-depth study to understand attention levels in audio that, until now, have been lacking while audio visual media – TV and video – stole a lead. But how do you measure attention without eyeballs? “We get asked every single day how audio fits in,” Amplified Intelligence CEO Karen Nelson-Field says. Nelson-Field and Southern Cross Austereo’s Sales Insights lead Abi Wallis explain the research, due to land in October, which they say will lead audio being added into the attention planning and buying mix. The ultimate aim is tradeable audio attention. See omnystudio.com/listener for privacy information.