RAEL Unveils "Personal Relevance Two" Study Results
September 27, 2006 at 10:45 AM (PT)
The RAB's RADIO AD EFFECTIVENESS LAB (RAEL) released new research today that examines the emotional attributes and consumer perceptions of advertising on radio, the internet, TV, and newspapers. The study, "Personal Relevance Two: Radio’s Receptive Ad Environment," was unveiled during a special event held at BLOOMBERG in conjunction with Advertising Week in NEW YORK CITY.
"Personal Relevance Two," the fourth study from RAEL and the first in a new series, "Radio and the Consumer’s Mind: How Radio Works," revealed the following insights:
Radio is highly valued for its ability to establish an emotional connection with consumers
-- Radio has the strongest emotional and personal connections with consumers of the four media studied.
-- Radio listeners expect ads to be relevant to them.
-- Radio is an atmosphere in which ads are better accepted than on TV or the Internet.
According to the RAEL, these findings suggest that radio "provides a pathway to the consumer’s mind that can provide better emotional connections to brands and products when the advertising is designed and placed properly, offers a unique advertising environment in which listeners actually expect ads to be more interesting to them, and delivers a more positive environment for advertisers."
Furthermore, the study found that the above findings were generally true across all ages, genders, race/ethnic groups, and radio formats. A pattern of high receptivity is especially strong for Blacks/African-Americans and Hispanics/Latinos. Ad receptivity is even stronger among heavier radio users.
Additional insights from the study include:
-- Advertising annoyance is much higher for TV and the Internet than for any Radio format examined in the study. Even among young adults, the study found that 50% of 18 to 24 year-olds indicated that TV ads get in the way of enjoying TV, while only about a third said the same thing about radio ads.
-- Based on three ad-annoyance questions, 54% more respondents said internet ads get in the way of enjoyment, versus radio.
-- Of the four media examined in the study, radio was clearly chosen as the medium most closely linked with personal mood enhancement, relaxation, and motivation. 55% of respondents said radio was the medium most likely to improve their mood compared to the other three media in the study.
Noted RAB Pres. and CEO JEFF HALEY, "Radio is highly valued for its ability to establish an emotional connection with consumers. Maximizing that attribute through the entire creative, planning, and buying process is essential. The RAEL Board of Directors, Research Committee, and the radio companies that fund RAEL are to be commended for delivering another media-neutral study."
To view this study and other related research from the RAEL, visit www.RadioAdLab.org.