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Ears more receptive to advertising than eyes

Demographic differences and similarities (radio)

Women had only slightly stronger emotional reactions to radio than men, but men indicated strong patterns of radio ad receptivity. There were no statistical differences between males and females on any advertising-related statements or for the ad annoyance statements. There was a tendency for older age groups to show stronger ratings on receptivity factors.

There were slight differences between age groups in the reasons for tuning to radio. "Improves your mood/makes you feel positive" ranked highly in all age groups but highest with adults 35 to 44. "Helps you have a good time" scored strongest with those aged 18 to 24.

Advertising relevance

There were some differences in relevance of radio advertising between age groups.

Advertising tolerance

Interestingly, the study found that those who listened to oldies or urban radio station formats were more tolerant of advertising than other listeners. Respondents aged 18 to 24 indicated more antipathy towards ads and are generally annoyed by ads in any medium.

Ages 18 to 24 - high ad annoyance

The Personal Relevance study is the first in a series of research projects by RAEL focusing on "Radio and the Consumer's Mind: How Radio Works." The next installment, which explores the synergy between radio and the Internet, is in the field now and will be released early next year.

RAEL is an independent organization established in 2001 and funded by the radio industry. The Radio Marketing Bureau (RMB) is RAEL's main Canadian partner.

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