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Radio advertising has a stronger emotional impact than advertising on the internet, TV and newspapers, according to a new studied by the Radio Advertising Effectiveness Lab.
The RAEL, which was established in 2001 with funding from several radio companies, issued its fourth study on Wednesday. Personal Relevance Two: Radio’s Receptive Ad Environment was a follow-up to a study conducted in 2004, which found that radio is the “most personal medium,” according to Mediaweek.
Harris International surveyed more than 2,500 people between the ages of 18 and 54 in June and July for this study, and found that, of the four media, radio was the most receptive and was the one medium most closely linked with emotional metrics such as mood enhancement, relaxation and motivation.
Radio is also the most likely of the four media to make people happy, with 55 percent of respondents saying that radio was the most likely to improve their mood.
The findings were relatively consistent across all ages, genders and ethnic groups, but were especially true for African Americans and Hispanics.
Advertising on radio was also found to be less annoying than other media.
Katz Media Group has added another new client, Lincoln Financial Media, and will sell ad time on the company’s 15 stations beginning immediately.
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Katz has also…
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