A reach of millions
Every month, radio reaches 90% of all Dutch people aged 13 and over. This means that millions of Dutch people still consume auditory forms of advertising every week. It varies from listening to (digital) radio and following a podcast , to streaming their favourite music.
You reach most people in the car, but also at work or at home. Even in the shower. At these moments, you can get very close to the listener with radio advertising, both with the general public afghanistan phone number library and with specific (and local) target groups. There is a suitable radio station for every target group where your product, service or brand can be brought to the attention. This reach among the target group is also very measurable.
How audio works in the human brain
The effect of radio advertising depends entirely on the objective. Unfortunately, the effectiveness of radio advertising cannot (yet) be measured as carefully as online media. Here, the result of almost every marketing effort is practically adjustable and measurable. The effect of radio advertising works differently.
ARN Neurolab has conducted several neuroscientific studies to gain more insight into the processing of audio in our brain. An initial study shows how our brains process radio, podcasts and music streaming as fundamentally different products.
It turned out that radio has the greatest ability to capture listeners’ attention (60% more neural engagement than other audio formats) and for a longer period of time. Podcasts provide an environment with high levels of memory processing, while the power of music streaming lies in creating a positive attitude towards brand associations.
