Classical fans 'absorb' ads better than pop listeners
LONDON - Classic FM listeners absorb advertising messages better than pop music radio fans, according to a study that measured the brainwaves of volunteers.
The Radio Brainwaves Study measured what effect listening to classical music had on the brain in 200 listeners over a four-week period.
The experiment was conducted in Greenwich, using technology originally developed by an Australian neuroscientist to investigate Alzheimer's disease, schizophrenia and attention deficit disorder.
Wearing lightweight headsets, the guinea pigs had their brain responses measured on a second-by-second basis. The listeners were a mix of avid classical fans, pop music fans who listened to classical music, and pop music fans who listened only to pop music.
Researchers, working for the US market research company Pre-Diction, measured the strength of electrical activity in different parts of the subjects' brains, including those relating to long-term memory, attention to detail and emotional engagement.
The study found that when advertising was played on Classic FM, it had a greater impact on listeners than it did when played within a pop music station environment. There were stronger and more positive levels of emotional engagement to advertising when it was heard on Classic FM and more of the detail of the advertising was consigned to memory.
Findings also backed Classic's "relax" on-air proposition, showing the volunteers did relax when listening to classical music.
Simon Daglish, sales director for Classic FM sales house Opus, said: "Once an ad break punctuates the programming, we see a very definite and positive shift in emotional engagement -- cut-through in other words -- and this, in turn, improves attention."
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