Nova claims SmoothFM most effective ad environment after neuroscience study
Broadcaster NOVA FM has released the results of a study it commissioned into the neuroscience of audience engagement; claiming smoothfm has the most engaging content and engaged audience.
The release:
NOVA Entertainment commissioned Neuro-Insight to design the largest radio neuroscience study of its kind proving that smoothfm delivers the most effective and engaging environment for advertisers.
The study’s key finding proved that smoothfm has the most engaging radio content, the most engaged radio audience and the most effective advertising environment.
Kate Day, NOVA Entertainment Head of CREATE said, “We have scientifically validated the strength of the smooth environment for advertisers. Whilst the general benefits of engagement are clear across radio as a medium, smoothfm is proven to provide advertisers with a greater opportunity to ensure their messages will cut through and ultimately influence consumer behaviour.”
The results for all listeners were significant; smoothfm has 8% higher engagement in content and smoothfm’s strength with the female demographic was also proven with the audience 10% more engaged with programming content than commercial competitors.
Unique to smoothfm’s format proposition as the “easy place to relax”, it was also proven that the mind-set of relaxation has a significant influence on engagement. The relaxation seeker is 23% more engaged with smoothfm programming content than the station’s commercial competitors.
smoothfm’s competitive advantage is the significant results achieved in program content engagement. Fundamental to neuroscience is the fact that the higher the program engagement, the greater engagement in ad breaks and therefore the higher opportunity for advertising messages to sink in. This means that there is a greater chance of influencing consumer behaviour.
Day said, “Like any media brand, our goal is always to deliver the greatest audience reach possible, but these results speak to the quality of the smoothfm audience. The proven potential of this highly engaged audience and unique format is compelling.”
The sample was carefully designed to compare smoothfm against its direct commercial competitors in the station’s key target audience and gender alignment. Participants listened to real time, long form content and advertisements over four key day parts.
smoothfm launched in the Australian radio landscape on 21 May 2012 with a unique music position designed to deliver listeners an “easy place to relax”. Over the past two and half years smoothfm has become the fastest growing media brand in both audience and revenue.
NOVA Entertainment is currently presenting findings of smoothfm’s neuroscience research study in Melbourne and Sydney over the next two weeks.
Source: NOVA Entertainment
Interesting article, I read somewhere that they defined the competitive set as Kiis, WSFM, 2day and Triple M…why not include nova and even 2CH within the same set? Considering that 2Day / Kiis and nova have similar formats I think that would deliver a true representation of results and CH whilst skewing older does have an easy listening format which also would be a nice benchmark.
In summary you can’t state that smooth fm has the most engaging audience against it’s competitors if you exclude some competitors from the study
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