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The Speech Listener Study on London's LBC 97.3

Provided by Global Media & Entertainment
LBC listeners are 40% more likely to pay attention to adverts! How do we know? We updated the 1999 Toy Story Study to find out.

Tell us about the Opportunity / What is it?

A follow up to the 1999 NOP / GWR survey, this time focusing on the listeners themselves. Questions were asked about their radio listening habits, attitudes to the medium and different speech amd music sectors

What is the Marketing Objective?

Chrysalis Radio wanted to investigate the brand recall and behaviour of speech radio listeners, to pose the question, are they more valuable radio consumers?

How does it work?

204 ABC1 25 - 54 adults were interviewed by NOP a mixture of speech and music fans. Interviews were conducted in the respondent's home using laptops.

Who's used it in the past?

Updated version of the 1999 NOP / GWR research

Features / Benefits

The study showed that speech radio listeners are used to tuning in attentively to the radio and are 19% more likely to pay attention to a client's advertising. The study also showed that outside the controlled environment of the study, speech formats work more as a primary medium than music radio.

Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for detailsABC1 25 - 54 adults
25 - 34
35 - 44
Female
Male
AB
RADIO / REGIONAL
LocationTimingsMarketing ObjectiveOpportunity Type
LondonAll YearEDUCATE CONSUMERSRESEARCH
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