Radio leads Real Engagement
GfK’s latest AudienScope research shows radio continues to lead TV and print media for its ability to tell real stories, start conversations and be interactive.
The research was taken along with focus groups to back-up the findings, which showed that 28% of people picked radio as the medium they most associated with “having the human touch”, followed by TV on 21% and newspapers/magazines with 13%.
38% of people also considered radio the most communicative and interactive medium, compared to just 13% for TV and 8% for newspapers/magazines.
Dr Morten Boyer, General Manager of GfK Media, said: “To understand why radio creates a more ‘human’ relationship with its audience, we had to take AudienScope beyond questionnaires and have an actual conversation. When we did this, people told us they are more engaged with radio because it is authentic and less scripted. More real.”
Joan Warner, CEO of Commercial Radio Australia, said:“These insights reinforce the fact that radio is one of the best ways for brands to start a conversation with their customers or take that conversation to a deeper level.”
AudienScope is a national online survey of radio behavior providing context and additional insights to the Australian radio ratings. The research is released quarterly and involves up to 5,000 respondents per year.