New Study of How Radio Affects Audience Emotions

Engaging Emotions Through Effective Radio Ads is the second part of a Radio Ad Lab project originally conducted by Gallup & Robinson and designed to assess how well Radio ads generate emotional responses and engage with listening audience, compared to television ads. And it did so using advanced physiological methods that measure emotional responses in ways that donít require verbal responses.

After evaluating 16 different real ad campaigns within actual programming, one conclusion is clear: Radio ads have emotional impact on audience that is equal to that of television ads.

Other findings from the study reveal that in effective Radio ads:

  • Strong beginnings make a difference. An involving point of entry distinguishes some of the most successful Radio ads.
  • Word selection matters. Words that are sensory-laden, emotional, or empowering have a demonstrable impact on the emotional reactions of audience.
  • Audio can be powerful. Audio can generate stronger emotions than visuals, especially when the tonality in the ad is used effectively.
  • Brand mentions have an impact. The best Radio ads mention the advertiserís brand multiple times, strategically placed to correlate with moments of high consumer engagement.

The highest scoring and best performing ad in the study exhibited all of the above, a strong indication that Radio commercials are highly engaging to the audience when the creative process follows these patterns.

To read the study in its entirety, visit:


Southern California Broadcasters Association White Paper Report

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