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.
