The Radio Advertising Bureau is to unveil the findings of a major research study into the implications for advertisers of growth in listening across all audio services.
The study – conducted in association with The Sound strategic research agency with data from the latest RAJAR MIDAS plus survey – will establish the overall size of the audio market and explore the consumer impact of diverse audio services.
Advertising effectiveness expert Les Binet of Adam & Eve DDB – co-author of the landmark IPA report ‘The Long and the Short of It’ – will analyse the implications for advertisers.
The findings from ‘Audio Now’ will be shared at a launch event taking place on the morning of September 30th in London and will feature a Q&A session with a panel of participants from the research who contributed video diaries of their audio listening occasions to the study.
Mark Barber, Planning Director at the RAB, commented: “This landmark piece of research aims to provide some much-needed perspective on the listening habits of consumers. As the audio landscape evolves and grows at an impressive pace, it is more important than ever for advertisers to have a clearer understanding of the true potential of different commercial audio opportunities for their brands.”