Radio drives strong awareness and behavioural change during COVID 19 | radioinfo

Radio drives strong awareness and behavioural change during COVID 19

Tuesday 15 September, 2020

The latest case study published by Commercial Radio Australia explores the important role that radio played in helping the Federal Government to deliver health and safety information to Australians to prevent the spread of COVID-19.
 
The GfK study shows the radio campaign was effective in educating Australians about the precautions they should take and encouraging them to download the COVIDSafe app.
 
Among the key results:

  • ​7 in 10 Australians said radio educated them about how to prevent transmission of the virus
     
  • 60% said they trusted what they heard on radio during the pandemic, while only 49% trusted what they saw online
     
  • 61% recalled hearing COVID-19 messaging on radio
     
  • Ad recall was highest among 18-24-year-old listeners, with almost three quarters recalling COVID-19 messages on the radio
     
  • Radio listeners had a higher awareness of the COVIDSafe app than non-radio listeners, and were more likely to discuss it with others
     
  • 94% of those who listened to radio had heard of the COVIDSafe app, while only 75% of non-listeners had heard of the app
     
  • 55% of Australians who heard about the COVIDSafe app on radio downloaded the app, compared to 50% for TV

 
CRA says the key findings reinforce the relevance of radio, particularly during emergency situations, and the benefits this can deliver to advertisers, and that radio’s speed-to-market, low production costs and short lead times provided the Federal Government with the opportunity to update their radio creative and schedule promptly.

 
 

 

 

 

 


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