Friday, October 20, 2006

good news for radio advertisers

According to this article ears more receptive to advertising than eyes.

Radio listeners are more accepting of radio advertising than they are of ads on TV or the Internet, according to the latest report from the Radio Ad Effectiveness Lab (RAEL) of NYC ... Why? Because the emotional connections they have to their favourite stations extend to the ads. Also, they consider radio ads to be more relevant to them and the products that interest them.

But the internet came off fairly well in the study too ...

Although radio elicited stronger personal connections - personal mood enhancement, personal motivation, personal comfort - participants gave the Internet higher marks for helping them understand what is going on in the world, broadening perspectives, helping to solve problems, and giving information that can be shared with others.

This is precisely what I aim for at Nash Holos:

... the reasons for tuning to radio. "Improves your mood/makes you feel positive" ranked highly in all age groups but highest with adults 35 to 44. "Helps you have a good time" scored strongest with those aged 18 to 24.

All this is very good news for radio advertisers, because radio advertising is relatively cheap, especially on programs like Nash Holos!

Interestingly, the study found that those who listened to oldies or urban radio station formats were more tolerant of advertising than other listeners.

Now, as far as the future goes, I think there's a tremendous tie-in between radio and the Internet. Looking forward to the upcoming study on it.

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