Developing the stickiest radio content for a large broadcaster

Industry: Live Radio Broadcast Media | Market: Canada

Background Challenge

A large broadcast radio station is facing intensifying competition as a result of the digital era. Not only are they competing with other radio stations in a major metropolitan area, they must also compete with digital providers for music (Spotify, Songza, etc.) and content (Sirius, podcasts, etc). Seeing on-air talent as a point of differentiation, the client engaged Brainsights understand what types of content best engaged their listeners – so that on-air talent could be coached to focus on the most relevant content for the client’s listeners.


Brainsights aired one hour of content for selected radio listeners drawn from the client’s panel. each participant was connected to the Brainsights audience measurement platform, which tracks brain activity every 2 milliseconds.
Content included a variety of music, on-air talent segments and promotions.
Each piece of content was content tagged with meta data including themes (friendship, hacking/exposing the system, etc), genre (comedy, informative) and sub-genre (slapstick, ridiculous, or situational humour). This allowed us to understand how characters, themes and other content characteristics performed in driving the stickiness of the client’s content.
Brainsights analyzed the results against its three key metrics of Attention, Connection and Encoding to identify precisely where and to what degree the target was subconsciously engaged. What themes, story types, etc. drove focused levels of Attention, emotional Connection and Encoding to memory?

Findings and Results

By mining the brains of its target market, Brainsights provided the client with a clearer understanding of what connected best with their consumer. As a result, Brainsights was able to help the client coach its on-air talent in focusing on the content that resonated best with their target audience. These key consumer insights provided the client with an unparalleled view into what content is craved most in the hearts and minds of their consumer.