Study: Radio advertising works despite distraction
Radio commercials have a strong impact on listeners despite their limited attention span. On average, radio advertising increases listeners’ purchase intent by 10 percent; in some cases, it even increases it by a remarkable 29 percent.
This is the conclusion of a series of studies on the implicit advertising impact of consumer goods advertising on the radio, conducted by the Berlin-based Radiozentrale together with AS&S Radio and Decode Marketingberatung. "As a 360-degree companion, radio is a real basic medium in people's everyday lives. A medium that has an impact - direct, sustainable and subtle. The results of this study clearly show that radio offers advertisers important arguments for campaign planning," says Esther Raff, Managing Director of AS&S Radio, according to Pressetext. Inattention does not prevent radio from being effective, adds Radiozentrale Managing Director Lutz Kuckuck. Around 75 percent of the radio spots tested provided an additional buying impulse in the overall group despite distraction.
Advertising market underestimates radio
"Radio can score points due to its sales strength and emotionality, especially in difficult times like these. Hardly anyone would have bet against it. However, many people are not sufficiently aware of how significant the additional sales generated via radio are," explains Kuckuck when asked by Pressetext. Radio has a number of significant advantages over other media types, such as strong sales, rapid coverage, high topicality and a very good price-performance ratio. Despite these structural advantages, radio is still underestimated in the advertising market. "In terms of daily reach, radio is still the most widely used medium in Germany, and it also has incredible listener loyalty. However, radio's share of the advertising market is currently only six percent and is therefore reciprocal to listener usage. In our estimation, this figure should be significantly higher," says Kuckuck.
Strong emotionality increases purchase intention
According to the results of the study, radio's strong emotionality is the main reason for its great power to activate a listener's intention to buy. "Brand managers must therefore ask themselves to what extent the reward patterns are precisely tailored to buyers, product users and potential new customers and then bring them emotionally to the consumer. Radio is particularly suitable for conveying these emotional goodies," says Kuckuck.
Advertising market underestimates radio
"Radio can score points due to its sales strength and emotionality, especially in difficult times like these. Hardly anyone would have bet against it. However, many people are not sufficiently aware of how significant the additional sales generated via radio are," explains Kuckuck when asked by Pressetext. Radio has a number of significant advantages over other media types, such as strong sales, rapid coverage, high topicality and a very good price-performance ratio. Despite these structural advantages, radio is still underestimated in the advertising market. "In terms of daily reach, radio is still the most widely used medium in Germany, and it also has incredible listener loyalty. However, radio's share of the advertising market is currently only six percent and is therefore reciprocal to listener usage. In our estimation, this figure should be significantly higher," says Kuckuck.
Strong emotionality increases purchase intention
According to the results of the study, radio's strong emotionality is the main reason for its great power to activate a listener's intention to buy. "Brand managers must therefore ask themselves to what extent the reward patterns are precisely tailored to buyers, product users and potential new customers and then bring them emotionally to the consumer. Radio is particularly suitable for conveying these emotional goodies," says Kuckuck.
