That’s right! 3.4 million New Zealanders, aged 10+, listen to an average of 15 hours 27 minutes of commercial radio every week. That’s 73% of the population*.
Radio is a daily routine for Kiwis of all ages and despite the growth of podcasting and streaming platforms, there is an affection for radio that is deeply engrained into the kiwi psyche.
There are few mediums that have the immediacy, reach and the ability to position brands “top of mind in an instant.”
Audio creates this “mental availability” by its ability to create what is termed Theatre of The Mind.
“Theatre of the mind” is a concept often used in radio and audio production.
It refers to the ability of audio media to stimulate the listener’s imagination, creating vivid mental images and experiences without the use of visual elements.
Here are some key aspects:
1. Imagination.
Audio content relies on the listener’s imagination to fill in the details. The sounds, music, and dialogue create a mental image that is unique to each listener.
2. Engagement.
Since listeners actively construct the scenes in their minds, they tend to be more engaged and invested in the content.
3. Narrative Power.
Effective storytelling in audio can evoke emotions, create suspense, and build a strong connection with the audience.
4. Versatility.
Audio can transport listeners to different places, times, and situations, providing a wide range of experiences that might be limited in visual media due to budget or technical constraints.
5. Personal Experience.
Each listener’s background, experiences, and perceptions shape their interpretation of the audio, making it a highly personal and subjective experience.
Theatre of the mind.
In essence, the “theatre of the mind” showcases the power of audio to create immersive and imaginative experiences, proving that sometimes, what we hear can be as impactful as what we see.
It’s the only medium that can put your target consumer on the moon and luckily we have the audio talent in New Zealand to send them there.
*GFK NZ Commercial Radio Ratings 2024
