Younger listeners the most likely to be influenced by radio competitions
New research claims that young people are twice as likely to be influenced by radio competitions and promotions than older listeners.
The finding is just one of a number of claims in the latest Audienscope behavioural insights survey, released last week’s at National Radio Conference, which also argued that radio triggers a higher level of social media interaction than other media helping build the connection to the audience.
“(In our research) young people over indexed on the appeal of competitions and promotions,” said Morten Boyer, general manager of GfK media. “This is something that seems to resonate with younger listeners whether it is a cash giveaway or the opportunity to meet a celebrity or go overseas.”
“We found that consistently across the survey were more likely to take action from advertising on radio than any other age group,” he said.
“Audienscope research shows that the power of radio relationships extends to social media,” he said. “This engagement broadens the way people can experience radio content and builds on the enviable bond that radio enjoys with its audience”.
The survey also found that entertainment was a key driver of why consumers listen to the radio.
“Another thing we asked about what whether there was anything that drove consumers to listen at different parts of the day. Being entertained was the leading reason in every timeslot that people listened to the radio,” he said.
Joan Warner, CEO Commercial Radio Australia argued: “The Audienscope results show radio does have a unique relationship with listeners and when an on air shift ends, engagement continues across radio’s social media channels.”
Nic Christensen was a guest of Commercial Radio Australia at the National Radio Conference in Melbourne
Doesn’t GfK have a vested interest in showing the effectiveness of Radio?
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Yes young people are idiots so we sell them cr*p.
Oh f***, sh**, damn, sorry, we’re not supposed to say that are we ?
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