Why A Relaxed Brain Is A ‘Buying’ Brain

Why A Relaxed Brain Is A ‘Buying’ Brain
SHARE
THIS



Nova entertainment not only wants to get into the ears of its listeners, it also wants to get into their brains too. The radio network has commissioned market research outfit, Neuro-Insight, to conduct a study using neuroscience to unravel how listeners engage with its playlists and advertising.

The study involved 400 participants who had their brainwaves mapped while listening to music and ad breaks in real time. The result? The study found that in a relaxed environment, advertisers had a greater potential to influence consumer behaviour.

Kate Day, NOVA’s head of CREATE said of the study: “We have scientifically validated the strength of the smooth environment for advertisers, while the general benefits of engagement are clear across radio as medium, smoothfm is proven to provide advertisers with a greater opportunity to ensure their message will cut through and ultimately influence consumer behaviour.”

Day said it was important to test a large sample in order to give the study as much authority as possible. “Industry people rightfully might be sceptical about research initiatives that are conducted by a media company,” Day said, “but from our point of view, it’s important for this research to be seen as a credible source of information that can help influence buying behaviours.”

This is not the first time local radio has dabbled in neuroscience. In 2010, Commercial Radio Australia (CRA) conducted a study on behalf of the entire industry body. However, this time, Kate Kopczynski, NOVA’s national insights manager says, “it’s the largest radio study Neuro-Insight has done in Australia and we’re confident to say it’s one of the largest studies Neuro-Insight have done globally.”

Unsurprisingly the study found the gentler the music the more engaged the listener became. This was particularly pertinent to a female audience. Smoothfm naturally scored high on the engagement scale with its easy-listening tunes and female-skewed demographic. Neuro-Insights believed women were 10 per cent more engaged with the station than noisier competitors KIIS FM and Triple M.

CEO of NOVA, Cathy O’Conner, believes you can’t argue with science. “It’s neuroscience, it’s not a contrived or manipulated study,” she said. “Contrary to the thinking that when you’re relaxed you’re zoning out, relaxed listeners are actually the most engaged.”

Since its launch in May 2012, smoothfm’s combined stations have experienced a 112% increase in cumulative audience (613,000 up to 1,297,000) and a 71% increase in share from 4.1% to 7%.

The study found the more we’re relaxed the more we absorb. Radio advertising works on a subliminal level, in that it gets stored in the long-term memory centre of the brain. This all happens more fluidly when the listener is relaxed.

There’s no guarantee that listeners will always unconsciously recall product messaging Kopczynski adds, “because there are contributing factors to advertising that are beyond our control, but we can control the program environment. We’ve been able to show that the strategy behind smooth’s proposition is resonating really well with our audience.

“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,” Kopcznski said.

Please login with linkedin to comment

Advertising Standards Bureau Creative Accounts Fairfax Ten

Latest News

Nike And Uber Compromised In Hack As Twitter Disables Verified Accounts
  • Technology

Nike And Uber Compromised In Hack As Twitter Disables Verified Accounts

Twitter was forced to make the unprecedented decision to disable the ability of verified accounts to send tweets following a major hack. The hack saw Barack Obama, Joe Biden, Bill Gates, Elon Musk, Kanye West and Michael Bloomberg attempting to fool their millions of followers with a Bitcoin scam. As well as these major political […]

by B&T Magazine

B&T Magazine
Studio microphone for recording podcasts over blue background
  • Media

Acast Marketplace Adds Virtual Storefront

Acast Marketplace now has a virtual storefront. Advertisers can browse Acast’s global inventory of thousands of monetizable podcasts, and use search criteria to filter a list of shows that best fit their brief and budget. Filters include audience demographics such as age, gender and language, podcast subject categories, and more — and, once selected, the […]

Princess Polly Appoints Jaywing To Drive Global Expansion With SEO Account Win
  • Marketing

Princess Polly Appoints Jaywing To Drive Global Expansion With SEO Account Win

Data science led marketing agency, Jaywing, has won the SEO account for online fashion retailer, Princess Polly, in both Australia and the United States, adding to its ever-growing eCommerce portfolio. The Sydney based agency will be managing the retailer’s search engine optimisation, with the aim of facilitating the brands growth in Australia and the US, […]

Connect Agency Launches Micro Influencer Booking Agency
  • Advertising

Connect Agency Launches Micro Influencer Booking Agency

The Connect Agency has just announced the launch of their micro influencer booking agency, Connect Engage. The division will represent digital content creators in the kids and family; interiors; and health and wellness spaces to drive brand engagement and reach further. Connect Engage will work alongside the public relations, creative, and talent representation arms of […]

Processed with VSCO with  preset
  • Marketing

Bernard Wilson To Lead Cashrewards

Cashrewards, today announced the appointment of experienced loyalty, data, digital marketing and ecommerce executive Bernard Wilson as its Chief Executive Officer. Wilson previously ran loyalty, data, media and marketplace for Myer and was a senior executive in loyalty and data at WooliesX. He joins from data science and artificial intelligence leader Quantium, where he was […]

Network 10’s Moira Hogan To Lead Australia BritBox, Richard Hill To Lead Marketing & PR
  • Media

Network 10’s Moira Hogan To Lead Australia BritBox, Richard Hill To Lead Marketing & PR

As BritBox escalates its plans to launch in Australia later this year, joint venture partners BBC Studios and ITV announce the appointment of Moira Hogan as Country Manager. Tasked with leading the BritBox Australia strategy and team, Moira joins from Network 10, where she was Head of Content and Commercial Partnerships for Digital Media.  She […]

Bean Body Launches ‘Be Any Body’ Campaign
  • Campaigns

Bean Body Launches ‘Be Any Body’ Campaign

Australian Energetic Beauty brand, Bean Body today launches its new campaign #BEANYBODY that breaks convention by featuring every bodies. Captured by Steven Chee and styled by Marina Didovich, with hair by Anthony Nader and makeup by Max May, the campaign features the completely unretouched new faces of Bean Body – 12 inspiring everyday women who […]

Media Platform Cannabiz Launches For The Burgeoning Legal Cannabis Market
  • Media

Media Platform Cannabiz Launches For The Burgeoning Legal Cannabis Market

A new media platform servicing Australia’s burgeoning legal cannabis industry launches today. Cannabiz is the brainchild of Mumbrella co-founder and former CEO Martin Lane and KlickX founder Kim McKay. It will inform, educate and connect Australia’s legal cannabis sector through its website weekly newsletter, podcast, market intelligence, industry reports, networking events and business consulting services. As […]

Courier holding package and tablet while male customer is signing receipt for his home delivery parcel.
  • Technology

Medallia Partners With Adobe To Deliver Complete View Of Customer Experience Journey

Medallia today announced an integration between Medallia Experience Cloud and Adobe Experience Platform (AEP) that gives brands comprehensive insights into the complete customer journey to deliver highly personalised real-time experiences that increase purchase frequency. Customer feedback from Medallia Experience Cloud seamlessly integrates with behavioral data in Adobe Experience Cloud to deliver a single view of […]

How Marketers Can Avoid ‘Overcooking’ The Storytelling Process
  • Media

How Marketers Can Avoid ‘Overcooking’ The Storytelling Process

“As marketers, we tend to overcook the storytelling process.” That was the message from Carlton and United Breweries head of creative and production Jonathon Bernard, during a special B&T Webinar on Storytelling at Scale, presented in partnership with Shutterstock. “Successful storytelling is the ability for a story to resonate and connect with its audience. As […]

New Leader Boosts oOh!’s Queensland Sales Team
  • Media

New Leader Boosts oOh!’s Queensland Sales Team

oOh!media’s Queensland market position is set to be bolstered with the appointment of former ARN Sales Director Jamie Wood as the new leader of its Queensland sales team. An experienced and respected industry figure, Wood will enhance the capabilities of the local sales team while delivering strategic leadership and building customer relationships across the portfolio. […]

New Research Shows Echo Chambers Present An Opporunity For Brands To Escape The Sea Of Sameness
  • Media

New Research Shows Echo Chambers Present An Opporunity For Brands To Escape The Sea Of Sameness

New research has examined the role of echo chambers in Australia and their impact on society, media and brands, offering guidance to marketers on how to escape the sea of sameness surrounding their industry. The independent study conducted by the human and cultural strategy team of FiftyFive5 and Nine’s marketing solutions division, Powered, examined the […]