Radio Found To Be Energiser Rather Than For Winding Down: Study

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
SHARE
THIS



Despite a popular belief the drive show on radio stations is used for commuters winding down after work, a new study suggests it actually energises people to get into their evening plans.

The study by research company Pollinate and commissioned by the Australian Radio Network (ARN) looked into the behaviours of radio listeners for a comprehensive overview of radio’s audience.

Reality TV and TV streaming on the other hand were the ‘winding down’ activities for much of the population.

The findings also showed on-air talent plays an intricate point to consumers’ radio habits.

The research involved qualitative and quantitative data. Pollinate used online diaries of 40 participants and asked them to record their emotions across a working week and what role media and content played. There were also 12 two hour interviews to look deeper, along with a 1600 person study to establish metrics.

Basically, we’re anxious and frustrated a lot of the time during the week. TV streaming, reality TV and music streaming were the “switch off” mediums used for relaxation.

Facebook was a stimulant, but not always positive as some were left feeling disconnected afterwards. And radio was the ultimate uplifter.

And when it comes to talent on radio, the study suggested listeners considered their favourite talent a “super friend”, one they feel connected to as they often share details of their personal lives.

radio

Radio is so much more than just audio now, said Tony Kendall, CEO of ARN.  “In the past five years it’s exploded across multiple platforms, particularly with social, and understanding how audiences engage in this dynamic environment helps us to deepen the relationship we have with that audience,” he said.

“These findings help ARN further develop out content offering as we look to increase the time our audiences spend with us across all platforms.

“By better understanding what uplifts audiences, and when and why audiences are looking for content, we can curate our content and deliver audiences the content they demand through multiple touchpoints and align advertiser solutions.”

 

Latest News

NGEN Winners Create World-First Virtual Mentoring World For Deaf Teenagers
  • Media

NGEN Winners Create World-First Virtual Mentoring World For Deaf Teenagers

The winners of last year’s MFA Awards NGEN category have brought their unique idea to life and built a world-first virtual mentoring world for deaf teenagers inside Minecraft, called League of Hearoes. After months of testing, the world has launched weekly live events, attracting more than 50 deaf or hard of hearing (DOHH) teenagers.

Hit Network Reveals New Breakfast Line-Up For Adelaide
  • Media

Hit Network Reveals New Breakfast Line-Up For Adelaide

Southern Cross Austereo’s Hit Network has announced that Rebecca Morse and Andrew Costello will become its new breakfast radio hosts in Adelaide from 2019. The Bec and Cosi show will take to hit107 airwaves on 21 January 2019. It replaces Amos, Cat & Angus, which finishes up tomorrow. Presenting Network Ten’s Adelaide news bulletin for […]

Wednesday TV Wrap: The Block Sees Off The Bachelor (Just)
  • Media

Wednesday TV Wrap: The Block Sees Off The Bachelor (Just)

Nine’s The Block was the most watched entertainment show of Wednesday night, narrowly seeing to Ten’s The Bachelor by 881,000 to 854,000, respectively. Ten’s latest attempt at a homegrown drama, Playing For Keeps, debuted last night with a promising 583,000. The Block was enough to give Nine the biscuits, winning last night with 28 per cent audience […]

by B&T Magazine

B&T Magazine
Cummins&Partners Wins Media Account For Red Cross Blood Service
  • Advertising
  • Media

Cummins&Partners Wins Media Account For Red Cross Blood Service

The Australian Red Cross Blood Service (ARCBS) has appointed Cummins&Partners as its new media partner following an extensive competitive pitch review. The media remit has been added to creative services at Cummins&Partners, creating more of a full-service partnership with ARCBS. Samantha Bartlett, marketing director at ARCBS, said: “We are absolutely delighted to appoint Cummins&Partners as […]

Diesel Turns Online Hate Into Cool New Fashion Campaign Littered With Stars
  • Advertising
  • Campaigns

Diesel Turns Online Hate Into Cool New Fashion Campaign Littered With Stars

Italian youth fashion brand Diesel has unveiled its latest campaign that uses social media hate and turns it into a clever new campaign. The ad stars Nicki Minaj, Gucci Mane, Bella Thorne, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie Ferreira, Yoo Ah-In and Jonathan Bellini. Each celebrity chose some of the worst comments they’d received, and Diesel designed exclusive items for each […]

by B&T Magazine

B&T Magazine
Infographic: How Sponsoring An Event (Like Goat Yoga Or A Garlic Festival) Can Grow A Business
  • Marketing

Infographic: How Sponsoring An Event (Like Goat Yoga Or A Garlic Festival) Can Grow A Business

A common malady of marketers is how to best spend their marketing dollars and get the best outcomes (ie. sell more stuff). But a new study suggests that going “hyper-local” could be an easy and effective place to start. The study, by US marketing firm Zipsprout, says that micro-targeting local consumers via corporate sponsorships can be one of […]

by B&T Magazine

B&T Magazine
Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open
  • Advertising

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open

The annual search for Australia’s best and brightest talent has launched today through Clemenger BBDO’s ‘Exceptions to the Rule’ program, with applications open for placements across Clemenger BBDO Melbourne and Sydney. ‘Exceptions to the Rule’ is a commitment to the agency’s belief that the future leaders of the creative industry aren’t solely coming through traditional […]

The Six Types Of Meetings People Despise
  • Media

The Six Types Of Meetings People Despise

Donna McGeorge (pictured below) is a speaker, author and mentor who helps people make their work work. She is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In this guest post, McGeorge says most of us despise the office meeting and here’s the six worst types… I once heard a very senior leader […]

Opinion

by B&T Magazine

B&T Magazine