It’s been a while since we last said “Hello” on the blog, so it was about time we popped our heads in to do just that.
Last week saw the publication of The Radio Ad Effectiveness Lab’s latest report “Engagement, Emotions, and the Power of Radio: A New Study of How Radio Affects Consumer Emotions”*.
A typical “radio” study (by which I mean it demonstrates an inferiority complex with regards to its relationship with TV) that through almost “scientific” analysis, proves radio has an emotional impact on consumers equal to that of television.
While Ken Dardis clearly doesn’t appreciate the report and its methods (and he makes some good points), he seems to miss the point with regards to its purpose: clients (and agency suits?) need to see to believe. They need more reassurance than just a quick sound bite. They deal in figures and digits. While Ken’s mantra (“move emotion and you’ll move product”) is entirely accurate, the fact that he’s been repeating it on his page since 1997 only goes to prove that people won’t just take your word for it.
The results demonstrate something we essentially already knew, what with radio being the most personal medium, but it seeks to approach the subject from a slightly different angle. So, while this is nothing new to those of us in the radio industry, advocates of the creative potential of the medium, it’s obviously something that the Lab thought needed demonstrating to clients who have yet to be convinced by the power of radio. Or Ken.
Yes – the report’s conclusions and suggestions may state the obvious, but when it comes to radio the message so often seems to get lost.
*I am aware that this is an American study, and that the industry is very different over the pond, but I think I can safely assume that Americans are somewhat human and may share the same emotions as us Brits.
-Rich