Study: Radio Ads Have Emotional Impact Equal To TV Ads

New Study

According to new research based on advanced physiological testing, radio ads have emotional impact on consumers that is equal to that of television ads. The RADIO AD LAB released the new study, "Engagement, Emotions, and the Power of Radio," at the INTEREP Mid-Year Radio Symposium today in NEW YORK.

Conducted by GALLUP & ROBINSON, the study "used leading-edge measures of emotional response, supplemented with traditional validated metrics of advertising effectiveness, to assess the emotional connection that advertising messages make with an audience," according to a release from the RAB. "Called CERA (Continuous Emotional Response Analysis), emotional activation is gathered in part through the technique of facial electromyography (EMG), and then more traditional cognitive responses about advertising effectiveness are collected through conventional face-to-face interviews. Positive and negative emotional activations were measured separately. In addition, a more traditional excitement measure based on skin conductance was used to evaluate the strength of the emotion."

This research further verifies that radio is an engaging environment for advertising messages ...

The results of the study revealed that positive EMG scores and total excitement levels were just as high for radio ads as for television ads, and radio ads actually are lower on the negative emotional score. All 16 radio ads used in the study delivered an emotional impact that was equivalent, overall, to their television counterparts. In fact, four of the radio campaigns showed EMG scores that were significantly higher than the television campaigns, while only one television ad was significantly higher than its radio counterpart.

"Previous studies from the RADIO AD LAB have confirmed that radio connects with its audience in very unique ways," said RAB Pres./CEO and RADIO AD LAB co-Chair JEFF HALEY. "This new research further verifies that radio is an engaging environment for advertising messages and confirms that the emotional bonds radio programming establishes with its audience transfers to the advertising."

The full study can be downloaded at www.RadioAdLab.org.

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