Hear and now – how situational relevance can bolster radio ad effectiveness

Mark Barber and Heather Andrew

Reveals insights and findings from Radiocentre and Neuro-Insight's research into the effects of editorial context on radio advertising effectivness.

Audio: Prospering in the ever-present medium

This article is part of a series of articles on audio – prospering in the ever-present medium.Read more.

Need to know

  • Much radio consumption takes place away from the living room, while consumers are engaged in a wide range of tasks
  • While the value of editorial context has been explored in some detail, less attention has been paid to the effect of ‘consumer context’ – namely speaking to people are relevant moments
  • Radiocentre, the UK’s commercial radio body, partnered with research company Neuro-Insight to discover what happens in participants’ minds while engaging...

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