‘Spontaneous ad recall high’ for radio ads

One in four radio ads is spontaneously recalled by listeners, according to new research published this week by radio sales house MSM and Independent Radio News.

Spontaneous recall rises from 25 per cent in a conventional ad break to 40 per cent when ads run within the Newslink spot.

The findings come from Ironing Board ll, a survey conducted to update the findings of Saatchi & Saatchi’s original Ironing Board study into how housewives listen to radio, carried out in 1980. Brand name recall is 21 per cent – up eight per cent on the original study. Product recall is 15 per cent.

“Encouragingly, the advertising remembered is predominantly referred to by brand name, not by the more generic label of product type on elements of the execution,” the study finds.

“Commercial radio has long been overlooked by fmcg and retail advertisers, yet it’s strong on housewife listening and offers an uncluttered environment,” says MSM network sales manager Rob Corlett. “Fmcg advertisers regularly ask for more proof that radio works; we hope this will provide it.”

Housewives were invited to test a “new” starch product by ironing clothes for 15 minutes. The radio was on in the background and the women were then questioned about the starch and spontaneous ad recall.

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