How radio advertising shapes brand image

GPM Ads (Gazprom-Media Sales House) together with Tiburon Research conducted a study on Russians’ attitudes towards radio advertising. The results showed which formats evoke the greatest response and what opportunities special radio projects offer today.

Radio continues to hold a strong position in media consumption, combining high engagement and trust from the audience. According to Mediascope in the first half of 2025, more than 32 million people aged 12 and older listened to the radio daily in cities with a population of over 100,000, and the average monthly reach is 84%*. In the context of fragmented attention and the growing influence of digital platforms, it becomes especially relevant to understand how radio advertising is perceived, which formats resonate with the audience, and which brand interaction mechanics demonstrate the greatest effectiveness. The study** identified key listener attitudes and determined significant directions for effective radio advertising communications.

According to the survey results, Russians most often trust TV and radio: 64% of respondents rate them as the most reliable sources of information. Meanwhile, the 35–44 age group chooses radio among all media channels. A significant portion of respondents noted online video and outdoor advertising (59% each) and marketplaces (58%).

Radio remains a significant part of everyday media practice: 79% of respondents continue to listen to it as often or even more often than a year ago. Amid stable interest in radio as a media channel, listeners also show high engagement with advertising content.

More than half of the survey audience positively assesses the impact of radio advertising. 58% note that it positively influences the formation of a brand or company image. 61% consider radio advertising a reliable source of information about products and services, and 62% generally have a positive attitude towards it.

At the same time, perception strongly depends on presentation. The study revealed which formats are liked or seem useful: 55% choose humorous commercials, 45% — announcements of discounts and promotions, and 42% — informative messages. 33% noted ads with music, and a quarter of the audience especially values storytelling, plots with characters, and interesting presentation.

It is important to understand the role radio plays in the listeners’ life. About half of the respondents perceive radio as a source of entertainment and good mood, 46% note musical accompaniment, 44% consider radio a way to pass the time, for 39% of the audience it creates background noise, and for 29%, it is a source of news. Additionally, the young audience aged 18–24 more often highlights radio as a source of information about traffic and road conditions, weather, and cultural events.

Among the elements of radio advertising, most listener attention is attracted by music (noted by 55%), the voice of the announcer or commentator (40%), memorable slogans (38%), and musical “logos” (36%). However, the announcer’s voice is especially important for young listeners: the 18–24 audience more often indicates that it plays a key role in the perception and memorability of ads.

The data shows: if an ad is interesting, a significant part of the audience seeks to learn more about the brand. 30% write down or remember the information. 28% immediately search for the advertiser’s website, 27% enter memorized words into a search engine. Almost a quarter of respondents (24%) search for the product on a marketplace, 10% on a map. Only 2% indicate alternative actions, such as sharing with friends.

Audience behavior during the broadcast also demonstrates a high level of engagement. 30% of listeners do not switch when an advertising block begins. Meanwhile, every second person (50%) seeks additional information about products or services being advertised, and 45% make purchases based on the advertisement they heard. Special projects of radio stations arouse the greatest interest: contests, giveaways, and other interactive activities attract the attention of 59% of respondents.

Radio listeners show a steady interest in non-standard advertising formats. Among the most attractive types of radio advertising, respondents note giveaways and contests — they are chosen by 45% of survey participants. Second place is occupied by musical jingles (35%), followed by extended commercials (28%) and brand mentions in the announcer’s speech (25%). The same percentage (25%) find brand mentions in interviews with broadcast guests interesting, and 20% positively perceive program announcements with sponsorship messages. It is especially worth noting that the 18–24 audience more often highlights brand mentions in interviews as the most interesting and engaging format. This method of presentation is perceived as more lively, unobtrusive, and trustworthy.

Respondents positively assess integration formats: 66% of listeners stated that they like advertising integrated into radio broadcasts (such as mentions in dialogues or sponsored announcements), 64% find it engaging, and 66% find it interesting. This format seamlessly fits into the native sound of a radio station and is perceived by the audience as part of the content.

Overall, 72% of respondents have a positive attitude towards special projects, confirming a sustained interest in formats with an interactive component. And 68% believe that special projects are an interesting addition to the usual radio content, adding variety and making the broadcast more lively and relevant.

The topics of special projects also play an important role in engaging listeners. The most interest is generated by such topics as music (71%), cinema (55%), and health (41%). Social topics (36%), sports (30%), cars (30%), and education (23%) are also popular. Interestingly, women are more often attracted to the topic of health, while men are more interested in cars, which is important to consider when developing creative integrations.

Prizes offered in contests and giveaways are no less significant in perception. The most attractive option for listeners is a cash prize, chosen by 69% of respondents. Gift certificates (48%), travel (42%), and gadgets or electronics (40%) are also valued. Slightly less popular are gift cards to stores (34%) and tickets to concerts, dinners, or entertainment (33%). Prizes related to personal experiences, such as meeting a celebrity or participating in a show, are important for 16% of the audience.

Meanwhile, 18% of survey participants follow special projects by listening to all episodes and participating in activities. Another 48% engage depending on the topic or mood, meaning the project’s mechanics directly affect the depth of interaction. Key factors for engagement in special projects are interesting topics, the desire to win a prize, and excitement — the chance to test one’s luck. This makes the format a universal tool for brands aiming to establish an emotional connection with the audience. Notably, 40% of respondents are willing to switch to another radio station if an interesting special project is offered there. This emphasizes the importance of original and creative content as a tool for attracting and retaining an audience.

*Mediascope. Radio Index — Russia 100+. January–June 2025. Population 12+.

** Source: Tiburon Research based on Quick Surveys, June 2025, 300 respondents, 18-60, all of Russia.