Advertising reception constitution and industry fit before NDR 2 News
NDR 2 is the most popular and widest-reach radio program in northern Germany. With journalistically high-quality and credible news, NDR 2 plays a particularly important role as an information provider in everyday life. Advertising customers, in turn, are convinced by NDR 2 as the clear market leader in the north in the media analysis that is so important for the advertising industry. But what other qualitative advertising benefits and spin-off effects can advertisers profit from if they place themselves specifically in the NDR 2 news environment? To find out, NDR Media commissioned the Cologne-based rheingold institute to conduct a qualitative study. For this purpose, 42 depth psychological interviews were conducted and evaluated.
"Just before the news, I already listen more closely or turn the radio up a bit."
The result: The journalistic quality environment of NDR 2 and the mood of the listeners have a direct influence on the advertising impact. This is because these influencing factors provide the framework in which advertising is classified and evaluated. Advertising, news, weather and traffic are perceived as a cohesive block of information, even as a unit. In addition, the basic trust in the quality of the station is also transferred to a large extent to the brands advertised there.
