The Foreground Factor

Don't just look for any audience when you buy radio advertising, look for an audience of attentive listeners. Perth's 6PR has that audience.

When audiences listen attentively to Perth's 6PR, this is the foreground factor at work. Social researcher Hugh Mackay says: "One of the biggest mistakes made by the advertising industry over the years has been to bump all radio stations together and to regard radio as a background medium. We are natural eavesdroppers, we find the sound of people talking inherently attractive ..."

Talk radio listeners don't simply hear. They listen intently.

Continued research confirms that talk radio listeners pay more attention than music listeners. In 2000, AC Nielsen surveyed adults in Melbourne to measure attentiveness to different radio formats. The higher the score, the greater the level of attentiveness. Talk radio showed outstanding results with 57% of listeners saying they paid high listening attention compared to music radio stations with only 25% saying that they paid high listening attention.

According to AC Nielsen research, commercial talk stations scored an average of 7.5 out of 10 for attentiveness, while commercial music stations scored an average of 5.5. An earlier study conducted in Sydney in 1998 reported almost identical scores of 7.5 and 5.6 respectively.

Consumer attention has become the most powerful currency in today's economy. Talk Radio provides an audience that pays over 50% more attention than music radio. Thus as an advertiser you get 50% more for free.


Contact 6PR Sales
Phone: 08 9220 1400
Email: sales@6pr.com.au