WHY RADIO FACT SHEET
Consumer Attitudes Towards Radio Advertising

Radio provides a friendly environment for advertisers, as consumers respond positively to ads they hear on radio. For example, 91% agree (strongly or somewhat) with the statment "Advertising on radio provides me with useful information about bargains."


Radio Advertising Attitudes:

Agree (strongly or somewhat) with statement:  Total  African-American  Hispanic 
Advertising on radio provides me with useful info about new products and services. (Agree strongly or somewhat)  90%  93%  91% 
Advertising on radio provides me with useful information about bargains. (Agree strongly or somewhat)  91%  92%  92% 
Advertising on radio provides me with meaningful info about the product use of other consumers. (Agree strongly or somewhat)  91%  92%  92% 
Advertising on radio is amusing. (Agree strongly or somewhat)  91%  92%  92% 
 
Disagree (strongly or somewhat) with statement:  Total  African-American  Hispanic 
For me, advertising on radio is repeated too often (Disagree strongly or somewhat)  89%  89%  89% 
For me, advertising on radio appears at inconvenient moments. (Disagree strongly or somewhat)  90%  91%  91% 
For me, advertising on radio has no credibility. (Disagree strongly or somewhat)  90%  90%  90% 
For me, all ads on radio are alike. (Disagree strongly or somewhat)  90%  90%  90% 
Source: Scarborough USA+ 2013 Release 2 (August 2012-September 2013)