Classic Recall Research

Classic FM has released the findings of a radio recall study entitled ‘The Jigsaw Test,’ which indicates that commercials using humour provide a higher level of recall and that the position in a break has no bearing on recall. The study, the first since the Ironing Board Survey conducted in the 1980s, involved 296 respondents, who were asked to complete a jigsaw puzzle while a radio was playing in the background. Some of the sample listened to Classic FM and the others to a station with a Top 40 format. After completing the jigsaw they each completed a questionnaire and then took part in a group discussion.

The results showed that spontaneous recall of a specific advertisement on Classic FM reached a level of 15%, while for the Top 40 station it was 7.4%. However, prompted recall of an advertisement achieved a higher level on the Top 40 station. The longer commercials, 40 seconds as opposed to 30, achieved a higher level of recall. The use of music in a commercial was found to have little effect on recall levels.

The research was carried out by Bournemouth University.

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