The document analyzes the results of a 10 question questionnaire given to 20 people to help structure a radio advertisement for a documentary. Key findings include: - 60% of respondents were male, ages 10-19 and 20-29 - The most listened to radio stations were sports and music, in mornings and afternoons - Memorable elements included effective soundtracks, sound effects, and extracts from the content - Interviews with experts and airing on well-known channels at prime time would intrigue people the most

1. QUESTIONNAIRE
ANALYSIS:
RADIO ADVERT
ANCILLARY TASK 1

2. OVERVIEW
• To evaluate the expectations and desires of my target audience, I
constructed a questionnaire in order to gather information that I can
base the structure/content of my radio trailer on.
• The questionnaire contained 10 questions: 6 questions addressed
the structure of the documentary, whilst 2 addressed the sporting
content within the film. The remaining 2 established gender and age.
• The questionnaire was answered by 20 people, which I am satisfied
with for this product, as I have already gathered a large amount of
information on sporting context and only require information on the
structure of the trailer.
• The questionnaire used mostly closed questions, which had multiple
options in order to gain a range of opinions. The questions also
contained instructions and help text, to fully clarify and explain
aspects of the question in order to record accurate and reliable
results.

3. Q1/2: ARE YOU MALE OR
FEMALE? HOW OLD ARE YOU?
60%
40%
Are you male or
female?
Male
Female
0% 20% 40%
10--19
20--29
30--39
40-49
50+
Age
Age
The data above shows that 60% of those who answered this questionnaire
were male, resulting in slight gender bias; however, as there was gender bias
towards females in my pre-production questionnaire, this helps to equal any
bias present. The data also shows that the age group from who I collected the
most data was between ages 10-19 (40%) followed by 20-19 (20%) and 40-49
(20%). This is concurrent with my target audience, making my results specific
and valid to those who I am targeting.

4. Q3. APPROXIMATELY HOW MANY
HOURS A WEEK DO YOU LISTEN TO
THE RADIO?
Hours Spent Listening
to Radio
0--2
2--4
4--6
6+
The graph indicates that 41%
of those surveyed listened to
between 2-4 hours of radio
during the week, followed by 0-
2 hours at 23%. This shows
that the data I have collected is
valid and relevant, as those
surveyed have shown a
familiarity with the radio and the
content that is broadcasted
across it.

5. Q4. WHAT KIND OF RADIO
STATIONS DO YOU LISTEN TO THE
MOST?
0 2 4 6 8
Music Stations
Sports Stations
News Stations
Politics Stations
Classical Music…
Debate Stations
Other
Types of Radio Station
Listened To
The graph shows that the most
popular stations listened to
amongst those surveyed was Sport
Stations (30%) followed by Music
Stations (25%). This indicates that
those surveyed have a solid
familiarity with sports based radio
content, as well as other types of
radio advertising. As these are the
most popular types of stations, I
will need to consider constructing
my radio trailer in a way that is
suitable for a Music or Sports
based station.

6. Q5. WHAT TIME OF DAY DO YOU
TEND TO LISTEN THE RADIO
MOST OFTEN?
Time of Day Radio Is
Listened To
Morning
Lunch
Afternoon
Evening
Other
The data shows that the most
popular time for people to listen to
the radio is in the morning (35%)
followed by lunch time (30%). This
is most likely because people will
listen to the radio during morning
commutes to work, or during their
lunch breaks. As these are the
prime times for radio broadcasting,
I will need to construct my radio
trailer in an appropriate style for
the given time frame, as this will
be where I attract the most
viewers.

7. Q6. WHEN LISTENING TO THE RADIO,
WHAT MAKES YOU REMEMBER AN
EFFECTIVE ADVERT/TRAILER?
0 5 10 15 20
Effective Soundtrack
Sound Effect
Good…
Extracts from…
Catchy Jingle
Rhythm/Beat
Features of a
Memorable Radio
Advert/Trailer
When asked about what makes a
memorable radio advert/trailer, the
most popular answers given included
having an effective soundtrack (85%),
having sound effects (70%), extracts
from film being advertised (80%) and
good narration (70%). I will need to
consider adding these elements into
my product in order to satisfy the
desires of my target audience.
Surprisingly, those interviewed did not
think having a catchy jingle was
important; this may reflect a change in
attitudes towards radio advertising that
is arising in the modern media.

8. Q7. DO YOU LIKE TO HEAR A
CATCHY JINGLE/SLOGAN?
Presence of Jingle
Yes
No
As previously discussed, the
majority of those interviewed felt as
if they didn’t want to hear a jingle or
slogan in a radio advert/trailer; this
may reflect a change in attitudes
towards radio advertising that is
arising in the modern media. I
personally feel as if this will be
beneficial to my advert, as I am
presenting a fairly serious topic, and
thus the absence of a jingle will help
to convey this tone early.

9. Q8. WHICH IS MORE MEMORABLE:
A MALE VOICE OR A FEMALE
VOICE?
Voice of Narrator
Male
Female
The data shows the majority of
those interviewed felt as if a male
narrator was more memorable than
a female narrator (65% vs. 35%).
This is typical of most radio adverts
today, which employ the use of
male narrators, particularly when
advertising a serious product. For
my radio trailer, I will look at using
a male narrator in order to satisfy
the needs of my target audience.

10. Q9. WHAT KIND OF SOUNDS DO
YOU ASSOCIATE WITH
SPORT/SPORTING CULTURE?
0 5 10 15 20
Cheering
Referee Whistle
Contact
Heavy Breathing
National Anthem
Other
Sounds Associated with
Sport/Sporting Culture
When asked about sounds that are
associated with sport, those surveyed
felt strong associations with Cheering
(90%), a Referee’s whistle (75%) and
the National Anthem (60%). I
expected these results when
constructing my questionnaire; I will
look at including them into my trailer,
however I have concerns about the
national anthem, as it may require
copyright legalisation and could deter
a wider/ non-domestic audience from
watching the film. Other sounds that
were suggested by those surveyed
included a Tennis Serve, a Barbell
being dropped and a Treadmill, so I
will also consider the inclusion of
these.

11. Q10. WHEN LISTENING TO A RADIO TRAILER,
WHAT WOULD INTRIGUE YOU THE MOST TO
WATCH THE ADVERTISED PROGRAM?
0 5 10 15 20
Facts and Figures
Interviews with Experts
Good Music/Soundtrack
Sporting Sound Effects
Prime Time Broadcast
Date/Time
Well Known Broadcast
Channel
Elements of Radio Advert
that would Attract an
Audience
Those surveyed said that the
elements which would intrigue them
the most to watch a documentary
advertised in a radio trailer included
hearing interviews with experts (95%)
as well as hearing that the
documentary would be broadcasted
on a well known channel at a prime
time (both 85%). These will be vital
piece of information that I can use to
attract my audience. I will look at
including extracts from interviews
within the documentary into my radio
trailer in order to satisfy this desire.