The ‘Emotional Multiplier study’ or ‘Happiness’ study, conducted by Sparkler Research in the UK in 2011 indicates that listening to the radio makes people feel most happy and most energised when compared to going online or watching TV.
Rather than the peaks and troughs that people claim to experience with TV and Online, radio provides a consistent environment themed and shaped to suit the listener’s needs at any given time of day, and one that is generally upbeat in tone.
Moreover, this mood-boosting effect of radio editorial extends into the ad-break, generating 30% higher levels of positive engagement with the advertising.
For advertisers, radio, therefore presents a unique and powerful opportunity to reach consumers in a positive frame of mind, when they will be more receptive to advertising messages.
Top findings from the ‘Happiness’ study:
- Consuming any medium (TV, Online, Radio) has a significant uplift effect on people’s moods
- Radio generates the highest Happiness and Energy levels of the three media measured, and on more occasions across the day.
- On average, when consuming radio, Happiness & Energy scores increase by 100% and 300% respectively compared to when no media is being consumed
- Radio is the highest scoring medium for Happiness & Energy in 70% of day parts across the week
- Radio, when consumed concurrently with online, forms the most potent mood-enhancing media combination.
This warm ‘feel-good’ pulling factor enhances the listening experience, prompting listeners to inspired action in an upbeat setting – great news for advertisers, by any means! Click here http://www.rab.co.za/happiness-study/ for more great findings from the ‘Happiness Study