LONDON, June 29 (UPI) -- The Radio Advertising Bureau in Britain determined radio listeners have higher levels of happiness and energy than consumers of other media, researchers say.
Sparkler Research, on behalf of the Radio Advertising Bureau, surveyed 1,000 consumers in Britain via their smart phones, asking which media, if any, they were consuming and to rate their mood.
Those taking in any media -- TV, radio or the Internet -- were happier and had more energy than those consuming no media at all, and radio helped raise happiness and perceived energy, Radio Today reported.
A separate investigation used EEG brain scan techniques on six volunteers and showed that radio stimulates positive engagement levels within the brain. Brain activity was monitored while the participants were exposed to audio clips of editorial content, advertisements and silence.
The scans showed those levels were higher by 30 percent when advertising messages were preceded by editorial content, compared with when they were played as a stand-alone ad break, the researchers say.