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.
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
Chrysalis Radio wanted to investigate the brand recall and behaviour of speech radio listeners, to pose the question, are they more valuable radio consumers?
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.
Updated version of the 1999 NOP / GWR research
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.