Research
Radio Research Studies
To help you keep up to date on findings from current radio research studies, the RMB presents a series of papers that compile available results by media topic. We monitor all research from Canada, the U.S. and the U.K. and regularly update existing articles and publish new papers to reflect fresh evidence. Source documents for RMB papers are available here.
- How Canadians listen to radio **UPDATED FOR 2010**
Findings from 2010 Foundation Research highlight listening habits in key Canadian demographics. Insights into listener lifestyle, radio usage compared to other media, and implications for advertisers demonstrate radio’s relevance in today’s marketplace. - Radio and internet **UPDATED FOR 2010**
As Canadians increase their time online, research indicates that combining radio and internet leads to a stronger emotional and rational connection between the brand and consumer. This paper explores the implications and opportunities for radio in light of this significant media trend. - Consumer attitudes toward radio
Listeners reveal a personal and emotional connection to radio. This offers advertisers a distinct advantage for effectively engaging and communicating with consumers. - Radio and newspaper
This paper highlights the implications of adding radio to newspaper campaigns. Opportunities for exposure, brand recall and preference, message playback, advertising efficiencies and communication strengths are explored. - Radio and TV
Multiple studies confirm that a combined television-radio buy means increased opportunities for message exposure, extended brand awareness, and a demonstrably more powerful campaign than using TV alone. - Radio and sales lift
Radio’s strong track record of generating quick sales is investigated through a number of research and case studies with specifics in packaged goods, beverage alcohol and retail. - Radio and brand awareness
Results from in-laboratory research, in-market research and numerous case studies, provide evidence that radio builds brand awareness, and significantly augments branding initiatives using other media.
Source documents
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