Westwood One

AM/FM radio listeners are emotionally connected, making radio advertising more relevant

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.”