Mindshare; a media agency services provider, Neurensics; a neuromarketing company and a Dutch CHR-formatted radio station have just released a new study which details how commercial messages are absorbed subconsciously, thus creating brand associations that last long after the advertising itself is forgotten. 

The brain activity of 25 test subjects aged 20-49 were scanned for the study, while instructed to do several tasks while the radio was on. Some tasks were simple.  Others were more difficult and required significant focus. The difficult tasks pushed radio listening to more of a background activity, creating a non-conscious listening situation.

The study found that conscious radio commercial listeners are more likely to be critical about the message of the product or service. However, those listening unconsciously, while the brain is distracted by a difficult task, are more likely to have the commercial message “soak in” without being buried by one’s own opinion.

WOW!  So here it is, in black and white, what we radio-types have been preaching since the Marconi experiment was a success… background listening is powerful and an effective marketing tool which can strengthen existing brand associations, perception and consumer choices.

But least we forget, nothing beats a strong call-to-action message, when consumers are consciously listening, which is why live reads by prominent radio DJs are almost always impactful on a marketer’s bottom line – did the phone ring? Did website activity increase? Did we make any sales?

Your best bet is to create marketing plans which are fully integrated with multiple media outlets, and utilize strong, solid creative… and always include radio, a medium which reaches millions and millions and millions through the airwaves, desktop or cell phone.

Toni Anastasia is a Senior Account Manager at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above.Visit our website TheRadioAgency.com