RADIO: MAKING THAT EMOTIONAL CONNECTION Jeffrey Yorke – Radio and Records
Radio disc jockeys and the music they play have long been known to stir emotions and make their audiences feel connected to radio, but a study released today (Sept. 27) by the Radio Advertising Effectiveness Lab found that that emotional effect extends to radio advertising in a way that has not been fully understood until now.
"Radio connects with consumers at a very high emotional level," the study reports. Harris International conducted the survey of more than 2,500 people between the ages of 18 and 54 in June and July. The study also found that radio advertising is perceived as much more personally relevant to consumers than advertising on other media and that it is better received by listeners than ads on other media. Radio listeners also feel a personal connection with commercials that give them a feeling of localism, respondents told Harris.
The study went a step further than previous radio advertising studies and asked "annoyance" questions. Comparing Internet ads to radio ads, 45% of respondents said radio ads are "repeated too often," compared to 53% who said the same about Internet ads. Thirty-seven percent of respondents said ads "get in the way of enjoyment" of radio, compared to 57% for Internet ads, and 24% of respondents said radio ads "appear at inconvenient moments" while 60% said the same of Internet advertising.
This was the first time that a RAEL study looked extensively at the Internet and the role it plays in the advertising world. The findings offer conclusive evidence that radio trumps the Internet in a number of areas, especially when the personal, emotional connection is considered. The RAEL reports that of the four media examined in the study -- radio, television, newspapers and the Internet -- radio was clearly the medium most closely linked with personal mood enhancement, relaxation and motivation. Fifty-five percent of respondents said radio was the medium most likely to improve their mood compared to the other three media studied.
The study results were unveiled before more than 100 advertisers, marketers and reporters in New York on Wednesday.
"Radio ads need testing," said Jim Peacock, President of Peacock Research, who presented the material with RAB executive VP of marketing Mary Bennet. "Radio listeners are expecting that radio advertising be interesting to them, and where they are not, they are disappointed."
"Radio is highly valued for its ability to establish an emotional connection with consumers," said RAB President CEO Jeff Haley. "Maximizing that attribute through the entire creative, planning and buying process is essential." Haley congratulated RAEL's board of directors on conducting the study. |