Building upon recently published research by Nielsen about the correlation between Twitter engagement and television ratings, Jelli analyzed data over the past year related to audience engagement with radio, another massive traditional medium like television which is beginning to see a more active "feedback loop" during broadcasts.
The results were: Weekly social engagement for the sample stations increased 127%, and Ratings (i.e., weekly cume) for those stations increased 30%.
The five radio stations measured were owned by three different radio groups and represented a range of musical formats. There was no common promotion or other connection between the stations, other than the use of the Jelli platform to enable their audiences to choose the music broadcast on air in real time.
In addition to driving ratings, Jelli also measured how the audience reacted to radio spots served when the audience was engaging with the broadcasts. When a radio spot played on the air, a synched display ad from the advertiser was presented to the listeners online and via mobile apps.
"Our data shows that higher social engagement levels can have a direct impact on increasing overall audience size as measured by traditional ratings," said Mike Dougherty, Jelli's CEO. "In addition, adding a 'feedback loop' to a one-way broadcast can drive measurable brand engagement with the traditional radio spots aired on these broadcasts."