Speech radio listeners recall more advertising, according to new research published by Chrysalis Radio and NOP, with the medium more involving and attention grabbing than music radio.
The study found speech radio to be more attention grabbing than music radio, with listeners 19% more likely to pay attention to advertising than on music stations.
Other key findings showed that, outside of the controlled study environment, speech radio listeners are more likely to listen to the radio as a primary medium and that on average, speech fans recalled a greater number of brands than music listeners.
Speech radio makes up 5.6% of UK commercial radio listening and, according to Chrysalis, suffers from a lack of understanding compared to the larger music radio sector. In their study, Chrysalis and NOP set out to increase understanding of this medium, focussing on the listeners.
Commenting on the study’s findings, Matt Littlestone, research manager at Chrysalis Radio, said: “This study proves that not only are speech radio fans better at retaining advertising information, but that speech radio as a format is more attention grabbing and involving.”
He added: “For brand owners, the message is loud and clear, speech radio listeners are 19% more likely to listen to your advertising messages.”
Commercial radio in the UK enjoyed a positive start to 2005, with figures from the Radio Advertising Bureau (RAB) showing first quarter revenue to be up 2.8% year on year, reaching £162 million (see Commercial Radio Q1 Revenue Up By 2.8%).
National advertising revenue for radio across the first three months of 2005 rose by 3.5% year on year, to £95.9 million.
The success of the medium is set to continue from last year, which saw total commercial radio revenue in 2004 enjoy an increase of 5.6%, reaching £637.6 million.
The latest forecast from the Advertising Association (AA) predicts radio advertising expenditure in 2005 to be up by 3.4%, compared to 2004 (see UK Adspend Forecast To Rise By 4.3% In 2005).
Related Links
