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RAB Research Says Radio A More Emotional Medium

The Radio Advertising Bureau (RAB) has released its latest study from its ongoing Radio Ad Effectiveness Lab, which took a look at radio�s effect on people versus other media�s effect on people. Here�s a quick look at the findings:

People are more likely to say radio makes them laugh, relax, comforts them and improves their mood than they would TV, newspapers and the internet. And that, according to the ad effectiveness lab, carries over into the advertising.

(It also said radio listeners expect the ads they hear to be relevant to them, and that they�re less likely to become annoyed by radio ads than ads in other media.)

The study was an expanded version of the first Radio Ad Effectiveness Lab study in 2004. This time, the internet was added to the list of media and both perception of media and ad annoyance were studied. The study was conducted by Harris Interactive and its subsidiary, Wirthlin.

According to the study, which polled 2,500 adults aged 18 to 54 via randomly dialed telephone calls, 33% felt radio advertising �reached the people it was meant for.� The other three media groups averaged 31%.

Perhaps surprisingly, given the advances in behavioral ad targeting the internet allows, the comparison between radio and internet was 33% and 17%, respectively, showing radio�s emotional connections aren�t there for the internet.