Earlier this year, Sparkler conducted a study for the Radio Advertising Bureau looking at the effect of different media on mood. It was launched earlier this week, and has really got people talking – with coverage from the Telegraph, Mail and Media Week. At the launch event, held at Paramount, Sparkler’s John Robson introduced the research.
“What excited us most about this Media and Mood study when Mark Barber and Simon Redican approached us with the brief was its cross-platform media industry perspective, and its focus on something so current and modern as the mood and well-being of the British nation, and our collective role within that.
It also afforded us the chance to bring together some of the more recent innovative research methodologies we had developed and used over the previous 12 months, such as Neuroforming and smartphone research.
There is so much media-bashing these days – so it’s great to be part of study which explores a field that we all believe instinctively in this room – how media add something positive to people’s lives every day of the week – whether that’s a smile, a belly laugh, vital information, or companionship.”
Here’s the press release – do get in touch if you want to find out more.
NEW RESEARCH SHOWS MEDIA BOOSTS CONSUMER HAPPINESS
New research released today shows that people who use media are happier and more energetic than people not using media.
The Media and the Mood of the Nation study, carried out by Sparkler Research for the RAB (Radio Advertising Bureau), surveyed 1000 consumers via their smart phones, asking what media, if any, they were consuming and to rate aspects of their mood from -5 to 5+.
The research, which received over 3,500 responses, showed that people consuming any of TV, radio or online media had significantly higher indices for both happiness and energy levels when compared to those people consuming no media.
The research looked at three mediums – TV, radio and online – with respondents sent prompt questions to their smart-phones at various times of the day and on varying days of the week. They were asked to identify how they were feeling and which media of TV, radio or online, if any, they were consuming.
The results demonstrate that respondents who were consuming media showed an increased score for happiness across the week, with the biggest increments occurring on Fridays and Sundays. Energy levels showed similar levels with all three media giving consumers increased levels across the week and especially on Sundays.
However, radio came out as the highest scoring medium over both TV and online, lifting happiness and energy levels by 100 per cent and 300 per cent respectively, against TV’s 62 per cent for happiness and 180 per cent for energy and on-line’s 69 percent for happiness and 220 per cent for energy, when compared against people consuming no media.
The results of Media and the Mood of the Nation study were used by RAB as a basis to establish if media can exert a positive influence on the way people feel, how this happens and how does this affect engagement with advertising – especially on radio.
A separate lab-based investigation was carried out using EEG brain scan techniques to establish if the moods created by radio editorial extended to radio. The brain scan detected patterns of wave activity, second-by-second in the brains of six volunteers while they were exposed to a series of audio stimuli – radio editorial, radio ads and silence. As a distraction activity they were asked to complete a 40 minute writing task.
The results showed that radio stimulates positive engagement levels within the brain. The scans also confirmed that when radio ads are preceded by radio editorial, levels of positive engagement were sustained throughout the ad break, up by 30 per cent, when compared against ads played in isolation.
Mark Barber, Planning Director at RAB commented: “Our latest research highlights the immense potential of radio to influence emotions, in turn, offering a huge boost to advertisers seeking emotional engagement to build their brands.”
John Robson, Founding Partner of Sparkler Research added: “With consumer confidence affecting both national mood and economy, these findings illustrate how powerful a boost media, and radio in particular, can be to both. Clever marketers will be looking to harness this potential, encouraging consumers to overcome high street gloom and looking to start spending again.”
A full copy of the report can be downloaded here
Check out some of the coverage below: