Radio the Emotional Multiplier

Report from the UK RAB shows radio has a positive effect on listener's attitude to advertising

Feeling Great About Radio.

Here's some great research from the RAB in the UK.
These are the key conclusions from the Report, 'Radio - The Emotional Multiplier' which was released in June 2011.

1. Consuming any medium (TV, Online, Radio) has a significant uplift effect on people's mood.

2. Radio generates the highest Happiness and Energy levels of the three media measured, and on more occasions

• a. On average, when consuming radio, Happiness & Energy scores increase by 100% and 300% compared to when no media is being consumed
• b. Radio is the highest scoring medium for Happiness & Energy in 70% of dayparts across the week
• c. Radio is also part of the most potent mood-enhancing media combination, when consumed concurrently with online

3. This mood-boosting effect of radio editorial extends into the ad break generating 30% higher levels of positive engagement with radio advertising

4. So for advertisers, radio represents a unique and powerful opportunity to reach consumers in a positive frame of mind, when they will be more receptive to advertising messages.

From this we conclude, that for advertisers:
5. Radio is a powerful Emotional Multiplier, boosting consumer happiness and enhancing receptiveness to advertising.
       
The full report can be downloaded from the UK RAB website or you can get the PDF here       .