Radio’s ability to drive consumer conversations about brands and its impact on purchase intent and achieving brand goals are examined in a new study commissioned by the Radio Advertising Bureau. Conducted by data and analytics firm Engagement Labs, the study found heavy radio listeners engage in 4.7 billion weekly brand conversations, outpacing heavy users of other media channels, including TV, social media, magazines and newspapers.
Radio’s ability to drive consumer conversations about brands and its impact on purchase intent and achieving brand goals are examined in a new study commissioned by the Radio Advertising Bureau. Conducted by data and analytics firm Engagement Labs, the study found heavy radio listeners engage in 4.7 billion weekly brand conversations, outpacing heavy users of other media channels, including TV, social media, magazines and newspapers.
“These influencers possess a distinct power: more and better conversations hold the potential to significantly bolster the bottom line for brands, everything from increased sales in CPG to growing new subscriptions in streaming media,” the report says. “We must recognize conversations as a tangible asset, measure them, and harness their potential rather than allowing them to languish.”
Heavy radio users are defined as spending 2+ hours with the medium per day. The threshold is the same for heavy TV and social media users but drops to 1+ hours per day for heavy newspaper and magazine users.
Read the full Inside Radio article, here.
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