Purpose:
Measure radio's impact on creating viral brand conversations or word of mouth.
Key Findings:
Radio drives more weekly brand conversations than any other media regardless of category.
Key Takeaways:
- Heavy radio listeners have 4.7 billion weekly brand conversations - more than heavy users of other media: social media (3.8B), TV (2.6B), newspapers (2.6B) or magazines (2.4B).
- Fifty-one percent of brand conversations among heavy radio listeners result in intent to purchase.
- Heavy radio listeners are more likely to be brand influencers than users of any other media.
- Radio is highly trusted and is emotionally engaging.
Source: Engagement Labs, 2023: TotalSocial (online survey) August 2022-July 2023, P13-69