RAB Study Shows Listener Reality Contradicts Industry Views

The Radio Advertising Bureau (RAB) has carried out a survey on the station/listener dynamic, prompted by concerns voiced by chairman of advertising agency Banks Hoggins O’Shea, John Banks, that barriers to radio amongst advertising industry people could be based on their own listening prejudices.

The survey illustrates that the industry underestimates the way in which people relate to commercial radio stations, revealing that factors such as friendliness and fun are highly rated, and general station satisfaction is much stronger than previously thought.

As well as this, the size and type of the station was found to be a much less significant factor in defining the listener/radio relationship as what was initially thought. This contradicts the assumption that smaller stations are seen as lower status by their listeners in some way. The belief that, “It’s a station for people like me!”, varied by no more than 10% across different station types.

John Banks states that: “These findings make it obvious that we must review our understanding of the station/listener dynamic and reconsider it in a new light in our advertising plans and ideas.”

Radio Advertising Bureau: 0171 306 2555