Radio drives brand conversations.

A recent study by the Radio Advertising Bureau (RAB) and Engagement Labs has found that radio is a powerful driver of brand conversations and consumer purchase intent. The study found that heavy radio listeners engage in nearly 4.7 billion brand conversations weekly, surpassing heavy users of other media like TV and social media. Of those conversations, about 51% lead to a purchase intent, which is higher than the national average of 49%. RAB President and CEO Erica Farber said, “Radio is often referred to as the original social medium because of its ability to engage listeners through conversation, entertainment, and information. This study underscores radio’s ability to drive word of mouth brand conversations for advertising partners, more so than any other media.”