Magazine article Marketing

RAB Aims to Fill Gap in Research

Magazine article Marketing

RAB Aims to Fill Gap in Research

Article excerpt

Radio is like sex -- and that's part of the problem. According to findings from Radio Advertising Bureau research presented at the Radio 93 conference last week radio is an important, but private part of our lives. But a new research offensive is being lined-up which is intended to bring radio listening out of the closet.

Research undertaken by the RAB shows that people have a very intimate relationship with their radio. But listening to the radio is an undiscussed activity. We don't know how our friends do it -- their favourite positions on the radio dial, how often they do it or for how long.

"Just under two-thirds of radio listening takes place on a one-to-one basis compared with 40% for TV viewing. And 85% of radio listening is a personal choice, compared with just over two-thirds of television viewing," says Andrew Ingram, a planner at the RAB.

"But it's more difficult to understand the motives of listeners who are exercising such personal choice." Ingram says that for an advertiser it may be more helpful to think of people using radio to affect their mood.

Recent studies have suggested that radio advertising has a subliminal effect on our purchasing decisions. We hear the ads, we don't realise that we've heard them, argues the RAB, but they still influence our product consumption.

A Heinz Macaroni Cheese case study tracked a 141 spot, five-week radio campaign for the product, which was intended to halt falling sales in Scotland. Pre-and post-campaign research found no change in spontaneous ad awareness or in prompted brand awareness. …

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