The Radio Advertising Bureau (RAB) has published a new study, showing that people who use media are happier and more energetic than people not using media. The research, carried out by Sparkler Research for the RAB, surveyed 1000 consumers via their smart phones, asking what media, if any, they were consuming and to rate aspects of their mood.
The results of the study were used as a basis to establish if media can exert a positive influence on the way people feel, how this happens and how does this affect engagement with advertising – especially on radio.
A separate lab-based investigation was carried out using electroencephalogram (EEG) brain scan techniques to establish if the moods created by radio editorial extended to radio advertising. The scans confirmed that when radio ads are preceded by radio editorial, levels of positive engagement were sustained throughout the ad break, up by 30 per cent, when compared against ads played in isolation