Sensory Logic is a market leader in measuring emotions in advertising research. They found that radio ads are as engaging as TV ads based on facial coding research over 5 years. Facial coding analyzes consumers' facial expressions into specific actions units corresponding to core emotions. Their research showed radio ads had a 15% advantage over TV in eliciting engaged emotions from consumers, as measured by facial muscle movements. Radio outperformed TV across different scoring levels and quartiles of commercials. These findings were consistent with another study by Gallup & Robinson that also used facial coding methods. Radio provided higher returns when cost is considered. Marketers should strongly consider radio in their media plans.