UK Survey Rah-Rahs Radio and Internet Symbiosis

22 July 2005

Yet another survey commissioned by interested parties has come up with results in line with their marketing aims.

The latest example of this common phenomenon is a study jointly sponsored by the UK Internet Advertising Bureau and the Radio Advertising Bureau.

Few will be surprised that 71% of those responding to the survey said they would use the internet more in the next year. And even fewer will raise their eyebrows to learn that a quarter of the sample said they would increase their radio listening.

One in five UK internet users say they listen to the radio while surfing, while 72% of all respondents claimed to have listened to the radio during the previous week.

And - surprise, surprise - combining radio and online advertising "enhances consumer response and interaction".

Fifty-nine per cent of respondents said they had researched products and services on the internet after hearing about them on the radio; while a lower proportion, 39%, said they had responded specifically to radio ads.

The IAB and RAB have obligingly concocted a new jewel of marketing jargon - 'social connectivity media' - to describe a syndrome first observed in the 1930s when US researchers discovered that responsive radio commercials worked even better in combination with press ads. And vice versa.

According to this latest study, the massive growth in online usage is affecting time spent with other media, radio being the only traditional medium most respondents predict they will be consuming in greater quantity during the twelve months ahead.

Data sourced from; additional content by WARC staff