The RAB announces that it will present a webinar next Wednesday (9/13) at 1:00 pm ET to reveal the results of the study it commissioned in collaboration with Engagement Labs titled, “Radio Drives Brand Conversations: Unveiling the Untapped Potential of Radio Conversations” that “uncovers the extraordinary impact of radio on purchase intent, societal discourse and the bottom line for advertiser brand goals.”
Some of the key findings of the study include: 1) Heavy radio listeners engage in a staggering 4.7 billion weekly brand conversations, outpacing heavy users of other media channels, including TV, social media, magazines and newspapers; 2) The study underscores for advertisers’ radio’s dominance across 15 business categories, including sports, financial services, technology and more; 3) A staggering 51% of brand conversations among heavy radio listeners result in an intent to purchase, surpassing the national average of 49%. This remarkable impact is particularly pronounced in sectors like automotive, sports, telecom, technology, beverages and healthcare. RAB CEO Erica Farber states, “Radio is often referred to as the original social medium because of its ability to engage listeners through conversation, entertainment and information. This study underscores radio’s ability to drive word of mouth brand conversations for advertising partners, more so than any other media.” The webinar is free for RAB members. Register for the webinar here.
