RAB Delves Into Radio’s Heavy Hand In Brand Conversations

A recent study conducted by the Radio Advertising Bureau in partnership with Engagement Labs has revealed the significant role radio plays in driving brand conversations and impacting consumer purchase intent. The report, entitled Radio Drives Brand Conversations: Unveiling the Untapped Potential of Radio Conversations, offers data on radio’s reach and effectiveness across multiple business sectors.

Key findings of the study include how heavy radio listeners engage in nearly 4.7 billion brand conversations weekly, surpassing heavy users of other media like TV and social media. Of those conversations, about 51% of brand conversations among heavy radio listeners lead to a purchase intent, which is higher than the national average of 49%.

Radio shows dominance in 15 different industries such as sports, financial services, and technology, effectively connecting brands with varied target demographics.

Additionally, the study highlights radio as not just a commercial medium but also as a platform for informed societal dialogue. Heavy radio listeners are active in discussing a range of issues, from personal finance to politics.

RAB President and CEO Erica Farber said, “Radio is often referred to as the original social medium because of its ability to engage listeners through conversation, entertainment, and information. This study underscores radio’s ability to drive word of mouth brand conversations for advertising partners, more so than any other media.”


Read the full Radio Ink article, here.

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