by Richard Carufel | Sep 14, 2023 | Public Relations

Remember the days when radio was on every PR pro’s radar? The medium’s enormous reach and variety of coverage opportunities was unsurpassed for generating brand awareness and visibility. Well, guess what? That hasn’t changed—and practitioners should still be taking advantage of all that radio has to offer.

New research from radio-focused nonprofit trade association RAB, in collaboration with data and analytics firm Engagement Labs, offers valuable insights into radio’s singular influence as a driver of brand conversations. The firms’ new study, Radio Drives Brand Conversations: Unveiling the Untapped Potential of Radio Conversations, uncovers the incredible impact of radio on purchase intent, societal discourse and the bottom line for communicators’ brand goals.

Key findings:

Radio’s commanding brand conversations

Heavy radio listeners engage in a staggering 4.7 billion weekly brand conversations, outpacing heavy users of other media channels, including TV, social media, magazines and newspapers.

Diverse industry dominance

The study underscores for advertisers’ radio’s dominance across 15 business categories, including sports, financial services, technology and more. Radio emerges as a potent bridge, effectively connecting brands with diverse target audiences.

Read the full Bulldog Reporter article, here.

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