Radio. It's a Love Thing.

Commercial Radio Australia worked with Colmar Brunton to conduct an extensive study, the first of its kind in Australia, to determine how listening to radio impacts mood, energy levels, openness to advertising messages and behavioural outcomes. Radio listening has a positive impact on the mood as it relaxes, entertains and provides company. Listeners are nine times happier and energised when listening to the radio.

Radio influences search and purchase behaviour

The 2014 campaign highlights the strong and loyal relationship between listeners and their favourite station. When listeners love and trust, or have a strong affinity for their favourite station, they are more receptive to advertising messages that they are exposed to throughout the day. Consumers are more than 43% more likely to search or purchase a brand, after hearing it advertised on radio.

Radio listeners are in the mood for your brand

There is a direct correlation between mood, happiness, trust and openness to advertising messages. The happier we are, the better mood we are in, the more likely we are to process advertising messages in an emotional and instinctive way. Two thirds (67%) of radio listeners are open to advertising messages, the highest across any form of media.

Radio prompts ideas and prompts action

Radio's authenticity and ability to create a theatre of the mind helps listeners to generate ideas and prompts call to action. Radio advertising builds awareness, prompts ideas and encourages brand search and purchase. Two thirds (68%) of listeners take action after hearing a brand advertised on radio.

Radio brands are loved and trusted

Almost three quarters (72%) of radio listeners believe that their favourite radio station is a wonderful brand. This brand love engenders trust. For listeners, hearing an advertising message on their favourite radio station is like receiving a referral from a trusted friend.

The overwhelming majority (90%) of radio listeners would miss their favourite radio show if it was taken off air permanently. Radio listeners are loyal and twice as likely to have just one favourite radio station, when compared with other media.

For more information, please email Briony McLean (Research & Insights Strategist) or call 02 9281 6577.

Phase 2

Radio Ads

Phase 1

Radio Ads

2015 Mumbrella360 session - 'It's a Love Thing'

This data may not be used for, or in association with, any commercial purposes without Commercial Radio Australia’s prior consent.