"At WBEB, we tested 100 national radio commercials. 25% were effective and engaging. 25% could have been with just a few simple creative copy changes and the other 50% were completely ineffective." -- Jerry Lee
"You can turn your head. You can close your eyes. But, you can't close your ears." -- Erwin Ephron
.. but, of course, you can put things on "ignore." Is that what your listener is doing while you talk on the air?