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Ears more receptive to advertising than eyes

Radio listeners are more accepting of radio advertising than they are of ads on TV or the Internet, according to the latest report from the Radio Ad Effectiveness Lab (RAEL) of NYC, Personal Relevance Two: Radio's Receptive Ad Environment. Why? Because the emotional connections they have to their favourite stations extend to the ads. Also, they consider radio ads to be more relevant to them and the products that interest them.

In the study, RAEL delves more into the psychology of radio advertising than the mechanics, as it has in past years, by comparing emotional attributes, perceptions, and receptivity to each medium.

Emotional strengths:

Advertising:

Although radio elicited stronger personal connections - personal mood enhancement, personal motivation, personal comfort - participants gave the Internet higher marks for helping them understand what is going on in the world, broadening perspectives, helping to solve problems, and giving information that can be shared with others.

Television was perceived as more social and group-oriented than radio and a better medium for helping to understand the world events. Newspapers triggered information-oriented connections in the minds of consumers: broadens your perspective; helps you understand the world around you; gives you information you can share with others; and gives you topics to talk to other people about.

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