Ads 40% More Effective During News

Research commissioned by Capital Radio Advertising and Independent Radio News (IRN) has found that adverts placed during news bulletins have a 40% higher recall rate than standard radio breaks.

The research carried out by The Henley Centre explored the different “modes” in which listeners consume radio and how that effects advertising receptivity. Specific consumer modes, which are affected by situation, mood and motivation, were identified across the population and were found to manifest themselves at specific times of the day.

The modes, which include; “coming to,” clock watching” and “task focused” will, according to Capital, allow creatives and media planners to maximise the effectiveness of their advertising by tailoring adverts to target specific modes.

Head of network sales at Capital Radio advertising, Candida Jackson, said: “Targeting consumers according to their mode and receptivity rather than straight demographics alone is the future of media planning.”

Managing partner at Zenith Media, Gerry Boyle, added: “The context of the ad is becoming as important as the ad itself, and qualitative research into this area is becoming increasingly important.”

The research reflects a more sophisticated approach to advertising and comes after research carried out by BSkyB revealed that viewers are more likely to pay attention to adverts on cable and satellite channels than on terrestrial channels (see Viewers Pay More Attention To Ads On Digital Channels).

Capital Radio Advertising: 020 766 6000 www.capitalradiogroup.co.uk

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