||New Study Highlights Radio's Positive Impact on Its Audience
Medium's Influence on Listeners' Happiness, Energy Levels Enhances the Effectiveness of Radio Advertising
Does radio make its listeners happier and more energetic, which in turn, results in a more receptive advertising audience? According to a new study commissioned by the Radio Advertising Bureau of the United Kingdom, the answer is a resounding "yes."
The survey, titled Radio: The Emotional Multiplier, was conducted by Sparkler Research during the Spring of this year. Through a smartphone-based sampling of 1,000 consumers, it set out to determine the positive effects of media on the emotional state of individuals. The participants in the study were prompted to respond to questions via their handsets relating to their location, media usage -- and overall mood -- at various times of the day. The main survey was supplemented by a small-scale neuroscience (brain scan) test.
According to the study, "People use media to make themselves feel happier, and happier people are more inclined to respond to advertising in an instinctive, emotional way. This study shows that radio excels as a 'feel-good' medium, and importantly, that this effect extends into enhanced consumer engagement with the advertising."
The study revealed five key findings:
1. Consuming any medium (TV, online, radio) has a significant uplifting effect on people's mood.
2. Radio generates the highest Happiness and Energy levels of the three media measured, and on more occasions.
3. The mood-enhancing effect of radio programming extends into the ad break, generating 30% higher levels of positive engagement with radio advertising.
- On average, when consuming radio, Happiness and Energy scores increase by 100% and 300%, compared to when no media is being consumed.
- Radio is the highest scoring medium for Happiness and Energy in 70% of dayparts during the week.
- Radio is also part of the most potent mood-enhancing media combination, when consumed concurrently with online.
4. So for advertisers, radio represents a unique and powerful opportunity to reach consumers in a positive frame of mind, when they will be more receptive to advertising messages.
5. Radio is a powerful Emotional Multiplier, boosting consumer happiness and enhancing receptiveness to advertising.
As a reason for why radio generally outperforms TV and the Internet in terms of improving happiness and energy, the study noted that "it (radio) is chosen as a kind of lifestyle support system, to help people feel better as they go about their daily lives. In this context, it was interesting that some respondents talked about how they didn't realize how important radio is in their lives until they had participated in this exercise."
The survey also stated that "the nature of radio programming also plays a role. Rather than the peaks and troughs that people claimed to experience with TV and online, radio provides a consistent environment themed and shaped to suit the listener's needs at any given time of day, and one that is generally upbeat in tone. Radio presenters are focused 100% on delivering a positive experience for the listener."
The results of the UK survey reinforce the findings of several RAB Radio Ad Lab studies that have been conducted over the years, including the Engaging Consumer Emotions series, the Radio and the Internet report, the Personal Relevance series and the Synergy study.
The entire Radio: The Emotional Multiplier survey can be accessed on www.rab.com by clicking here. To view the Radio Ad Lab studies, follow this link.
Click here to email to client
Back to Radio Sales Today
Click here to view classified ads in the RAB Job Center.
Advertiser Spotlight: Financial Institutions
The financial industry is alive and well in spite of the financial crisis of the past few years. Join RAB's John Potter and Sue Novicki of Morrison and Abraham for a fast-paced webinar that promises to help you work more effectively with financial industry players such as banks, brokerages, credit card companies, mortgage providers and credit unions.
This presentation will provide you with the necessary information to prospect, determine needs, develop presentations -- and sell -- to financial institutions.
The webinar will be offered on both July 12 (3PM Central) and July 13 (10AM Central). For more information and registration details, click here.
RAB's In-Person Certified Radio Sales Management Class
RAB invites you to be a part of the in-person "Certified Radio Sales Management" course, July 19-21 at the RAB Training Academy in Irving, Texas.
This intense three-day session will focus on key areas managers need to help keep their stations on a growth track for 2011...and themselves on a growth track for their career! The workshop is intended for anyone who has "manager" on their business card and is responsible for people and revenue.
For more information, contact Rob Boaden at 843/757-5066, or firstname.lastname@example.org.