Why Attention, Trust and Context Matter for Radio.
Today, on the 4th of March, Learning Waves held an online session called "Audio Digital Insights 2026" with media experts Ciaran Cunningham CEO of Radiocentre Ireland and Joanne Sweeney owner of Digital Training Institute, looking at trends in audio, advertising and digital media. A lot of the discussion focused on how the media landscape is changing, especially with the growth of AI, digital platforms and new ways people discover content online. One thing that stood out during the session was the growing importance of attention, trust and context when it comes to advertising and media. With so much content available now, audiences are more spread out than ever. This means advertisers are starting to focus less on just reaching people and more on whether people are actually paying attention. These were the key takeaways from today's session:
Attention is becoming more important
Research shared during the session showed that not all media works the same when it comes to attention. Some platforms may reach large numbers of people, but that doesn’t always mean audiences are engaged. This is where radio can still perform strongly. People often listen while driving, working or at home, meaning it becomes part of their daily routine.
Mood also plays a role
Another interesting point from the session was how people’s mood affects how well they remember advertising. Fred Bronner's "Content and Attention" research showed that when people are in a positive mood, they are more likely to notice and remember ads. For example:
- Happy audiences recalled 52% of ads
- Stressed audiences recalled 36%
- Sad audiences recalled 34%
Radio can help create that positive listening environment. Many people use it as a way to relax, companionship or to improve their mood during the day.
Radio as a companion
One slide looked at why people listen to radio in the first place. The main reasons included:
- Keeping them company (37%)
- Lifting their mood (20%)
- Helping them escape (16%)
- Keeping them in the loop (14%)
These results show that radio is more than just background noise. For many listeners, it is something that helps them through the day.
Listeners trust radio presenters
Another strong point discussed was the relationship between listeners and radio presenters.
Research showed that:
- 8 in 10 music station listeners tune in to hear their favourite host
- 81% of listeners feel presenters are like a friend or someone they know
- 84% would follow their favourite presenter to another station
This shows how important presenters are in building trust with audiences. For independent stations especially, local presenters and familiar voices are a big part of what keeps listeners engaged.
Trust in advertising
The presentation also looked at how much people trust advertising on different platforms. Radio performed well in this area. The research showed that brands advertising on radio can see a 72% uplift in trust compared to brands that do not advertise on radio. In a time when many people are sceptical of online advertising, trusted media environments are becoming more important.
Competition for ears
Of course, radio is now competing with many other audio options. Streaming services like Spotify and Apple Music, as well as podcasts, have taken a larger share of listening time. People now switch between different platforms depending on what they want to listen to. However, live radio still holds a strong place in the audio mix.
A good opportunity for audio
The session finished by highlighting the opportunity that still exists for audio. Research continues to show that audio performs well when it comes to attention, context and trust. For independent radio stations, this is especially important. Local voices, trusted presenters and strong community connections are things that many digital platforms cannot easily replace. As media continues to change, radio still plays an important role as a trusted and familiar companion for listeners. Sessions like this help the radio industry stay informed about emerging trends in media and advertising, ensuring our training continues to support independent radio stations across Ireland.