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, Personal Relevance Two: Radio’s Receptive Ad Environment. 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.
In the study, RAEL delves more into the psychology of radio advertising than the mechanics, as it has in past years, by comparing emotional attributes, perceptions, and receptivity to each medium.
Emotional strengths:
| Radio | Internet | TV | Newspapers | |
| Improves your mood | 58% | 5% | 22% | 4% |
| Makes you relax | 46% | 6% | 32% | 8% |
| Comforts you | 43% | 7% | 27% | 5% |
| Helps you have a good time | 43% | 11% | 36% | 2% |
| Makes you feel motivated | 43% | 13% | 16% | 10% |
Advertising:
| Radio | Internet | TV | Newspapers | |
| Repeated too often | 45% | 53% | 59% | 9% |
| Gets in the way of enjoyment | 37% | 57% | 50% | 11% |
| Appears at inconvenient moments | 24% | 60% | 43% | 14% |
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.
Television was perceived as more social and group-oriented than radio and a better medium for helping to understand the world events. Newspapers triggered information-oriented connections in the minds of consumers: broadens your perspective; helps you understand the world around you; gives you information you can share with others; and gives you topics to talk to other people about.
Demographic differences and similarities (radio)
Women had only slightly stronger emotional reactions to radio than men, but men indicated strong patterns of radio ad receptivity. There were no statistical differences between males and females on any advertising-related statements or for the ad annoyance statements. There was a tendency for older age groups to show stronger ratings on receptivity factors.
| Women | Men | |
| Improves your mood | 63% | 54% |
| Have a good time | 49% | 37% |
| Heightens your senses | 30% | 24% |
| Overcome hardships | 32% | 25% |
There were slight differences between age groups in 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.
| 18-24 | 25-34 | 35-44 | 45-54 | |
| Improves your mood | 54% | 58% | 64% | 56% |
| Have a good time | 50% | 40% | 47% | 38% |
| Overcome hardships | 30% | 29% | 32% | 20% |
| Helps pass the time | 23% | 23% | 34% | 29% |
Advertising relevance
There were some differences in relevance of radio advertising between age groups.
| 18-24 | 25-34 | 35-44 | 45-54 | |
| Reaching me personally | 17% | 18% | 24% | 30% |
| Reach intended target | 31% | 27% | 34% | 39% |
| Ads are fun | 21% | 12% | 18% | 18% |
Advertising tolerance
Interestingly, the study found that those who listened to oldies or urban radio station formats were more tolerant of advertising than other listeners. Respondents aged 18 to 24 indicated more antipathy towards ads and are generally annoyed by ads in any medium.
Ages 18 to 24 – high ad annoyance
| Radio | Internet | TV | |
| Repeated too often | 51% | 57% | 54% |
| Get in the way of enjoyment | 42% | 50% | 54% |
| Appear at inconvenient moments | 31% | 39% | 60% |
The Personal Relevance study is the first in a series of research projects by RAEL focusing on ‘Radio and the Consumer’s Mind: How Radio Works.’ The next installment, which explores the synergy between radio and the Internet, is in the field now and will be released early next year.
RAEL is an independent organization established in 2001 and funded by the radio industry. The Radio Marketing Bureau (RMB) is RAEL’s main Canadian partner.
