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Radio connects with consumers on an emotional level, according to recent research from Jacobs Media Techsurvey. Many top reasons for listening are based on emotional connections: the radio personalities, “like to work with radio,” “keeps me company,” improves mood, and helps “escape life’s pressures.” See the chart below for more:

No wonder Wirthlin Worldwide concluded in another study: “Radio listening is a one-on-one and emotions-driven experience, and listeners believe that both the medium and its advertising are more relevant to them … The ability of radio advertising to make personal, emotions-driven connections with listeners helps explain why radio can be so effective when the advertising is done well and placed appropriately.”