| Study reveals radio’s ability to ignite social activity for advertisersFrom Inside Radio News, Nov. 5, 2013
Heavy radio listeners talk more about advertised brands and wield more clout among consumers than heavy users of TV and the internet, making them a highly attractive target for advertisers. So says a new study that looks at radio’s strength as a social medium that sparks brand conversations. Conducted by word-of-mouth researcher Keller Fay Group and commissioned by Nielsen Audio, the study begins with the premise that word-of-mouth about a brand or product can amplify the marketer’s message beyond those who are merely exposed to the advertising. Using data from Keller Fay’s TalkTrack nationally syndicated service, it shows that radio listeners, especially heavy users, are highly engaged in word of mouth, both online and especially offline, where the majority of word of mouth still takes place. In fact, radio listeners generate nearly 240 billion word of mouth impressions per year – more than that produced by heavy users of TV, print or the internet. “This is one of the most compelling figures of all in terms of why you should be looking at radio as a way to ignite social activity on behalf of your brand,” Keller Fay Group CEO Ed Keller says. The data show heavy radio listeners average 100 conversations per week, compared to 80 for the general population. Heavy listeners aged 13-24 generate even more word of mouth, about 161 weekly conversations per person. That includes conversations about brands they’ve seen or heard in advertising, including radio advertising. Almost a third of all conversations among heavy radio listeners cite advertising, compared to 27% for the general population. The number rises to 35% among 13-24s. “That’s a great opportunity for your message to go beyond just the individual listener,” Keller says. “The right message targeted at the right consumer generates a multiplier effect through word of mouth.” |
| Study shows higher incidence of peer influencers among heavy radio listeners. When it comes to American consumers, radio appears to be giving them something to talk about. A new study by word of mouth researcher Keller Fay Group uncovers 29 billion word of mouth impressions per year that specifically mention radio, nearly 50% more than mention social media. “What this tells us is that not only is the radio audience a power engine for word of mouth, but radio itself plays big role, bigger than I suspect many people assume,” Keller Fay Group CEO Ed Keller says.The study shows radio listeners are 38% more likely to be members of a group of influential consumers that are highly coveted by advertisers. Dubbed conversation catalysts, they’re defined by Keller Fay as individuals with a large social network, who keep up with what’s new in the consumer marketplace and frequently give others advice. Heavy radio listeners are more likely to be members of this group than are heavy internet or TV users.
Among heavy users, radio listeners have more conversations about key advertiser categories than TV viewers and internet users. Across four key ad categories – quick-serve restaurants, automotive, telecom and retail – heavy radio listeners have more weekly conversations about products and services in those categories than heavy TV users and heavy internet uses. “These are the influential people that any marketer should want to reach,” Keller says. “Heavy radio listeners are a powerful group not only in generating word of mouth for brands but also as a peer influencer group.” The survey uses data from Keller Fay’s TalkTrack nationally syndicated program, which measures word-of-mouth by conducting 36,000 interviews annually. The study includes consumer responses from June 2012-May 2013. Respondents, aged 13-69, used a diary to keep track of their brand conversations and then completed an online survey to gather detailed information about those conversations. |
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