RAEL: radio ads have emotional impact equal to TV ads
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According to new research based on advanced physiological testing, radio ads have emotional impact on consumers that is equal to that of television ads. The Radio Ad Lab released the new study, Engagement, Emotions, and the Power of Radio, at the Interep Mid-Year Radio Symposium yesterday in NYC.
Engagement, Emotions, and the Power of Radio was designed to assess how well Radio ads generate emotional responses and engage with consumers, compared to television ads. The study used methods of measuring emotional responses that don't require verbal responses, but work at a deeper, pre-cognitive level.
Conducted by Gallup & Robinson, the study used measures of emotional response, supplemented with traditional validated metrics of ad effectiveness, to assess the emotional connection that advertising messages make with an audience.
Called CERA (Continuous Emotional Response Analysis), emotional activation is gathered in part through the technique of facial electromyography (EMG), and then more traditional cognitive responses about advertising effectiveness are collected through conventional face-to-face interviews. Positive and negative emotional activations were measured separately. For the project, two EMG measures were taken: The negative corrugator measure of the brow frown muscle, and the positive zygomatic measure of the smile muscle.
In addition, they also included (for an additional baseline) a more traditional excitement (or "arousal") measure based on skin conductance.
Combined, EMG and skin conductance provide two separate indicators of emotion. EMG provides a measure of the positive or negative direction of the emotion, while the skin conductance data provides an indicator of the strength of the emotion. This combined measurement technique is being used as part of the ARF/AAAA joint study of Emotions in Advertising.
After evaluating 16 different real ad campaigns within actual programming, one conclusion was clear: Radio ads have emotional impact on consumers that is equal to that of television ads. The 16 campaigns generated emotional levels just as high as their TV counterparts on average. And at the individual campaign level, there were four radio campaigns showing significantly higher emotional impact than their TV counterparts, compared to only one higher-level TV spot.
The results of the study revealed that positive EMG scores and total excitement levels were just as high for Radio ads as for television ads, and radio ads actually are lower on the negative emotional score, the study reported.
See the full study here http://www.radioadlab.org/docs/RAELEngagementFullStudy.pdf
Engagement, Emotions, and the Power of Radio was designed to assess how well Radio ads generate emotional responses and engage with consumers, compared to television ads. The study used methods of measuring emotional responses that don't require verbal responses, but work at a deeper, pre-cognitive level.
Conducted by Gallup & Robinson, the study used measures of emotional response, supplemented with traditional validated metrics of ad effectiveness, to assess the emotional connection that advertising messages make with an audience.
Called CERA (Continuous Emotional Response Analysis), emotional activation is gathered in part through the technique of facial electromyography (EMG), and then more traditional cognitive responses about advertising effectiveness are collected through conventional face-to-face interviews. Positive and negative emotional activations were measured separately. For the project, two EMG measures were taken: The negative corrugator measure of the brow frown muscle, and the positive zygomatic measure of the smile muscle.
In addition, they also included (for an additional baseline) a more traditional excitement (or "arousal") measure based on skin conductance.
Combined, EMG and skin conductance provide two separate indicators of emotion. EMG provides a measure of the positive or negative direction of the emotion, while the skin conductance data provides an indicator of the strength of the emotion. This combined measurement technique is being used as part of the ARF/AAAA joint study of Emotions in Advertising.
After evaluating 16 different real ad campaigns within actual programming, one conclusion was clear: Radio ads have emotional impact on consumers that is equal to that of television ads. The 16 campaigns generated emotional levels just as high as their TV counterparts on average. And at the individual campaign level, there were four radio campaigns showing significantly higher emotional impact than their TV counterparts, compared to only one higher-level TV spot.
The results of the study revealed that positive EMG scores and total excitement levels were just as high for Radio ads as for television ads, and radio ads actually are lower on the negative emotional score, the study reported.
See the full study here http://www.radioadlab.org/docs/RAELEngagementFullStudy.pdf
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