RAEL Claims Blacks, Hispanics Receptive To Radio Ads
October 24, 2006 at 9:36 AM (PT)
According to a study by the RADIO AD EFFECTIVENESS LAB, African Americans and Hispanics have exceptionally high receptivity to advertisements on the radio compared to other media. "Personal Relevance Two: Radio’s Receptive Ad Environment" is the fourth study from the RAEL and the first to examine emotional connections, ad relevance, and ad acceptance of media across race and ethnicity.
"Multicultural consumer segments represent key growth engines for the majority of brands and categories today and in the foreseeable future," observed RAB Pres./CEO JEFF HALEY. "This new study from RAEL provides valuable insights into the special relationship that these segments have with radio and their super-receptivity to advertising on their radio stations. The results of 'Personal Relevance Two' make it clear that a strong radio presence is essential to a robust multicultural marketing initiative."
The full "Personal Relevance Two: Radio’s Receptive Ad Environment" research paper and executive summary can be accessed from the RAEL website at www.RadioAdLab.org.