Radio Sponsorship – Listeners Approval

Media Sales and Marketing have revealed that listeners are more comfortable with radio sponsorship than that of television.

The research was conducted with 14 groups around the country: London, Manchester, Birmingham and Bristol and was carried out by the Sponsorship Research Company. The research sampled 19 -24 year olds and 25-44 year men and women and was conducted in May, June and July of 1995.

• The main findings revealed that the relationship between the listener and station was far closer than the equivalent television relationship.
• Radio sponsorship had a greater heritage than its television counterpart and was more established, and was therefore seen as more acceptable to the listener.
• According to the MSM findings, sponsorship on ILR helps build familiarity with respondents. A familiar brand name would be opted for when the consumer was faced with a purchase decision.
• The trust of the sponsor is strong between the listener and the station.

MS&M: 0171 383 3000