The sound of responsibility: evolution of the use of radio advertising as a corporate social responsibility (CSR) communication channel before and after Covid-19. A significant increase Estrella Barrio-Fraile; Ana-María Enrique-Jiménez; Anna Fajula-Payet; María-Luz Barbeito-Veloso; Juan-José Perona-Páez Nota: Este artículo se puede leer en español en: https://revista.profesionaldelainformacion.com/index.php/EPI/article/view/86896 Recommended citation: Barrio-Fraile, Estrella; Enrique-Jiménez, Ana-María; Fajula-Payet, Anna; Barbeito-Veloso, María-Luz; Perona- Páez, Juan-José (2022). “The sound of responsibility: evolution of the use of radio advertising as a corporate social responsibility (CSR) communication channel before and after Covid-19. A significant increase”. Profesional de la información, v. 31, n. 5, e310521. https://doi.org/10.3145/epi.2022.sep.21 Manuscript received on 08th March 2022 Accepted on 07th July 2022 Estrella Barrio-Fraile * Ana-María Enrique-Jiménez https://orcid.org/0000-0001-8047-4393 https://orcid.org/0000-0001-5902-403X Universitat Autònoma de Barcelona Universitat Autònoma de Barcelona Facultat de Ciències de la Comunicació Facultat de Ciències de la Comunicació Carrer de la Vinya, s/n. Edifici I Carrer de la Vinya, s/n. Edifici I 08193 Bellaterra (Barcelona), Spain 08193 Bellaterra (Barcelona), Spain estrella.barrio@uab.cat anamaria.enrique@uab.cat Anna Fajula-Payet María-Luz Barbeito-Veloso https://orcid.org/0000-0002-6038-4224 https://orcid.org/0000-0002-3159-7423 Universitat Autònoma de Barcelona Universitat Autònoma de Barcelona Facultat de Ciències de la Comunicació Facultat de Ciències de la Comunicació Carrer de la Vinya, s/n. Edifici I Carrer de la Vinya, s/n. Edifici I 08193 Bellaterra (Barcelona), Spain 08193 Bellaterra (Barcelona), Spain anna.fajula@uab.cat mariluz.barbeito@uab.cat Juan-José Perona-Páez https://orcid.org/0000-0001-8256-9070 Universitat Autònoma de Barcelona Facultat de Ciències de la Comunicació Carrer de la Vinya, s/n. Edifici I 08193 Bellaterra (Barcelona), Spain juanjose.perona@uab.cat e310522 Profesional de la información, 2022, v. 31, n. 5. e-ISSN: 1699-2407 1 Estrella Barrio-Fraile; Ana-María Enrique-Jiménez; Anna Fajula-Payet; María-Luz Barbeito-Veloso; Juan-José Perona-Páez Abstract Radio is an audio communication medium that has always stood out for its credibility and close relationship to its au- dience, which makes it an appealing option for organizations that want to make their responsible behavior known. The Covid-19 pandemic has created a new landscape in which the strategic role of corporate social responsibility (CSR) in the company has been strengthened and in which advertising messages are proving to be an interesting way of dissemi- nating organizations’ responsible actions. Based on the quantitative content analysis of 562 radio advertisements taken from the three principal mainstream Spanish radio broadcasters and collected 2 years apart (2019 and 2021), this study seeks to find out whether the Covid-19 health crisis has led to changes in the use of radio advertising as a vehicle for communicating organizations’ CSR. To this end, the variables analyzed were the presence of CSR elements, advertiser, economic sector, CSR dimensions, beneficiary stakeholders, and communication area. The results show, among other data, that the communication of CSR through radio advertising has experienced significant growth after overcoming the worst moments of the pandemic. This growth indicates that companies are increasingly sensitive to issues related to CSR and that radio advertising has provided them with a way to publicize their socially responsible actions. It seems that corporations understand that credibility, trust, and a not inconsiderable penetration rate encourage the circulation of their CSR campaigns through the medium of radio. Keywords Audio communication; Advertising; Radio; Advertisers; CSR; Social responsibility; Corporate communication; Compa- nies; Enterprises; Corporations; Evolution; Stakeholders; CSR dimensions; Covid-19; Pandemics: Organizations; Content analysis. 1. Introduction On March 14, 2020, the Spanish government declared a state of alarm with the objective of minimizing the impact Co- vid-19 was going to have, most likely, on all parts of our society. From that moment, the business community undertook a series of actions to respond to the health emergency and provide solutions to cope with an unprecedented global, social, and financial crisis. This situation has put social structures to the test (Xifra, 2020), representing a significant change in the business envi- ronment and marking a new era in the development of CSR (He; Harris, 2020). The relationship between the private and public sectors, the impact on work routines, and the social response to the resulting needs are areas of action that have been addressed by companies’ corporate social responsibility (CSR) departments, which has made it necessary to strengthen the relationships between companies and their audiences. Corporations have sought to strengthen ties with consumers and users, but also with a society that needs media content to find answers to a situation hitherto unknown. Companies and institutions, after the initial confusion, strengthened their points of contact with their audiences through the media. Radio was no exception. Its credibility, loyal audience, high penetration rate, and adaptability make it a useful tool for crisis situations: “Radio can be a lifesaver in times of crisis and emergency (...) Radio can be useful in emergency response opera- tions and help reconstruction” (Ki-Moon, 2016). After the advent of the biggest pandemic to take place in the 21st century, a scenario emerged in which organizations’ commitment to society gives CSR strategic value and in which advertising messages enhance the reach and awareness of responsible corporate actions. In this context, this research aims to find out whether radio has become a possible point of contact between organizations and citizens to broadcast organizations’ responsible actions, especially after a period marked by the pandemic’s impact. In short, this raises a question: how has the communication of corporations’ CSR through radio advertising evolved in the wake of the Covid-19 crisis? 2. Corporate social responsibility CSR is one of the intangible values of organizations that is undergoing increased development, especially in the busi- ness sphere. It has become a key factor in the agendas of companies of all types, and its importance in academia has increased (Sanclemente-Téllez, 2017), as has been covered by various national and international researchers, giving rise to differing definitions that lack consensus (Villagra, 2015; Sanclemente-Téllez, 2017). However, Barrio-Fraile and Enrique-Jiménez observed a series of items that are repeated when delimiting the concept of CSR and advocated for a definition that reflects the criteria that recur most frequently. Thus, they define CSR as “the consequence of a voluntary commitment to all groups with a stake in economic, social, and environmental matters, with the aim of taking responsibility for the consequences and impacts of their actions and maximizing the creation of shared value for all stakeholders” [“la consecuencia de un compromiso voluntario adoptado con todos sus grupos de interés en materia económica, social y medioambiental, con el objetivo de responsabilizarse de las consecuencias e impactos que derivan de sus acciones y maximizar la creación de valor compartido para todo el conjunto de stakeholders”] (Barrio-Fraile; Enrique-Jiménez, 2015, p. 29). e310522 Profesional de la información, 2022, v. 31, n. 5. e-ISSN: 1699-2407 2 The sound of responsibility: evolution of the use of radio advertising as a corporate social responsibility (CSR) communication channel before and after Covid-19. A significant increase Through CSR, organizations strive to respond to the ove- Radio’s credibility supports the organiza- rall interests of all their stakeholders, which is why its tions’ responsible messaging management requires the presence of a cross-sectional department in a company with a holistic understanding of the corporate vision and mission (Monfort; Villagra, 2016). When approaching CSR as a corporate strategy, it is necessary to focus its application on the three dimensions that El- kington (1998) defined as the “triple bottom line,” that is, the act of seeking the economic sustainability of the company while taking into account its social and environmental development. A description of each of the three dimensions is presented below, according to the work of De-la-Cuesta and Valor (2003) and Barrio-Fraile (2019). The economic dimension of CSR refers to the search for efficiency and productivity, considering CSR actions that create value for all stakeholders. This dimension includes CSR actions aimed at creating benefits for employees by providing them, in many cases, with financial benefits, such as training programs and opportunities for professional development and promotion within the organization. For consumers, actions aimed at offering products and services at competitive prices, thereby facilitating access to the product, stand out. This dimension also includes those actions that promote a better quality of life for suppliers, helping them become more competitive in the market. As for the local community, this dimension includes all CSR actions that promote economic activity, such as advisory workshops and collaborative work with the local business network. Finally, initiatives that ensure the appropriate use of investors’ capital are also included in this dimension. The social dimension consists of all those actions that aim to improve the well-being of the organization’s stakeholders. In relation to employees, this means those initiatives that promote work–life balance, such as teleworking or a flexible schedule; initiatives to improve occupational health and safety; and nondiscrimination and equal opportunities regard- less of ideology, religion, gender, country of origin, or social status. For consumers, this covers actions aimed at impro- ving the quality and accessibility of products or services. By way of illustration, here one can find actions such as offering healthy products or adapting a website for people with visual impairment. Also, those actions that seek to improve societal well-being, such as implementing awareness campaigns about the importance of a balanced diet or holding workshops for adolescents on the importance of self-esteem and self-acceptance, fall under this dimension. Finally, the environmental dimension includes all those initiatives that contribute to the reduction of the environmental impact of the company’s economic activity. In this dimension are actions such as the use of sustainably sourced raw materials, the reduction of energy consumption, the reduction of water consumption throughout the value chain, the use of renewable energy sources, and even awareness campaigns for environmental sustainability. In relation to this last dimension, it is interesting to note how, during Covid-19, the prominence enjoyed by the environmental dimension, bolstered by the 2030 Agenda for Sustainable Development, shifted to the social dimension, a dimension that organiza- tions backed more firmly during the worst moments of the health crisis (Barrio-Fraile; Enrique-Jiménez, 2021). Another concept closely linked to the term CSR is “stakeholder.” Stakeholder theory has become the dominant paradigm in the study of CSR (Estanyol, 2020). Freeman (1984, p. 25) defined a stakeholder as “any group or individual who can affect or is affected by the achievement of the organization’s objectives.” Since then, corporate vision has changed from a model focused exclusively on maximizing shareholder benefits to one that views organizations as social entities comprising a wide variety of stakeholders whose interests must be taken into Table 1. Criteria for the classification of stakeholders Author Stakeholder classification criteria Differentiates between primary (directly related to the organization’s future) and secondary Svendsen (1998) (can affect or be indirectly affected) stakeholders. Bases classification on criteria categorized as normative, functional, diffused, or a final group Dowling (2001) made up of customers. Ibisate (2007) Categorizes them as structural, management, or complementary. Navarro (2008) Classifies them as internal or external. Freeman, Harrison, and Wicks (2008) Redefine the classification of primary and secondary stakeholders. Differentiate between stakeholders who would lose something if the organization shut Azuero (2009) down, stakeholders who can influence the brand, and stakeholders who represent interests that can be affected by a company’s day-to-day operation. Raghubir, Roberts, Lemon, and Winer (2010) Distinguish between classic strategic marketing groups, internal groups, and external groups. Differentiate between primary stakeholders, without whom the business could not succeed, Bajo (2015) and secondary stakeholders, who are important but not crucial for the business. Barrio-Fraile and Enrique-Jiménez (2018) Propose distinguishing between beneficiaries and partners. Source: based on Svendsen (1998); Dowling (2001); Ibisate (2007); Navarro (2008); Freeman, Harrison, and Wicks (2008); Azuero (2009); Raghubir et al. (2010); Bajo (2015); and Barrio-Fraile and Enrique-Jiménez (2018). e310522 Profesional de la información, 2022, v. 31, n. 5. e-ISSN: 1699-2407 3 Estrella Barrio-Fraile; Ana-María Enrique-Jiménez; Anna Fajula-Payet; María-Luz Barbeito-Veloso; Juan-José Perona-Páez consideration in business management (Estanyol, 2020; Barrio-Fraile, 2019; Báez et al., 2018). To address all of these diverse interests, companies must identify their stakeholders and determine each one’s needs. This aspect has been addressed by different authors, resulting in differing criteria for the identification and classification of stakeholders in an organization (Orozco-Toro; Alzate, 2018). The importance of the last classification provided by Barrio-Fraile and Enrique-Jiménez (2018) lies in its differentiation between beneficiaries and partners. Beneficiary stakeholders are those stakeholders toward whom the organization directs its CSR actions, such as consumers, employees, suppliers, the local community, and society. Stakeholder partners are those stakeholders who work together with the company to implement various CSR actions, most notably nonprofit organizations, collaborating companies, public administration, distributors, and the media. 3. CSR communication Villagra (2007) points out the misgivings that some companies express about CSR communication on account of its po- tentially instrumentalist objective, its sole purpose being to achieve a positive corporate image. These organizations are concerned that their audiences perceive CSR communication as purely superficial action. To this point, Orozco-Toro and Ferré (2013) explain that corporate greenwashing fails in the long term and that, to avoid the pitfall of CSR communica- tion being seen as instrumentalist, it should be perceived as accountability, with transparency as a foundation. To this end, with the aim of having an impact on the various stakeholders, these authors are committed to the use of various media or channels for the dissemination of their CSR, such as reporting, patronage, mass media advertising, free press, accountability reports, sponsorships, blogs, direct client relationship campaigns, conferences, and management and “below the line” reports, among others. Companies perceived as socially responsible have greater public support, which usually translates into positive behavior toward them (Carreras; Alloza; Carreras, 2013). In fact, organizations’ responsible behavior has an impact on their repu- tation, which is why its management is crucial from a communicative standpoint (Estanyol, 2020). To carry out said com- munication, two factors are key: an organization’s transparency (Epstein; Birchard, 2001; Monfort; Villagra; López-Váz- quez, 2019) and the credibility of the actions being communicated (Villagra; Cárdaba; Ruiz-San-Román, 2016). With respect to whether advertising represents an effective technique for communicating CSR, a change in trend has been noted. Whereas twenty years ago advertising was thought of as a controversial mode of publicizing CSR (Dawkins, 2004), in the last decade, organizations’ responsible behavior has enriched traditional advertising campaigns with ad- ditional content (Azuero, 2009). For some companies that implement CSR plans, advertising has become a means of disseminating their corporate image and reputation (Orozco-Toro; Roca, 2011). As reflected in the report published by Dircom in 2020, entitled Communicating in times of pandemic [Comunicar en tiempos de pandemia], the Covid-19 health crisis has led companies to promote their more caring side by organizing initiatives that have helped counteract the pandemic’s most serious effects. Companies have made public all their so- lidarity efforts. The Dircom Association stresses that this was not an attempt at self-promotion but rather at informing and communicating to society that the companies were there, providing support with their resources and paying special attention to what was happening. This report also indicates that companies have opted to create new narratives from a collaborative and constructivist approach, which makes even more sense when that communication’s content is related to sustainability or CSR: “Sustainability narratives are an excellent tool that allows us to consider people as resourceful citizens, who assist in building sustainability, and who transform attitudes of complaint or indignation into processes of collective construction. Through these new narratives, it is possible to move from fear to trust” [“Las narrativas en materia de sostenibilidad son una excelente herramienta que permiten considerar a las personas como ciudadanos con recursos, que ayudan en la construcción de la sostenibilidad, y que transforman actitudes de queja o indignación en procesos de construcción colectiva. A través de estas nuevas narrativas, se puede pasar del miedo a la confian- za”] (Dircom, 2020, p. 61). The study conducted by the Association of Advertising Agencies of Spain [Asociación de Agencias de Publicidad de Es- paña] (2021) confirms that the major brands have adapted their advertising to the crisis situation, opting for a more empathetic, engaged, and emotional message, and there has been an increase in advertising linked to CSR or compa- nies’ objectives. Whereas, in 2019, only 9% of the advertising campaigns analyzed were categorized as CSR, this figure increased to 33% by 2020. In addition, a report by Llorente y Cuenca (2021) points out that consumers reward brands that understand that now is the moment for simple, meaningful ideas that have a positive impact on society. Therefore, consumers are becoming increasingly discerning, demanding the highest quality products as well as social commitment from brands. Environmen- tal and social impact is becoming increasingly relevant at the time of purchase. In this “era of purpose,” consumers are putting more pressure on brands by demanding greater coherence and representativeness, making brands take a stand on values and social phenomena with high environmental impact or footprint. e310522 Profesional de la información, 2022, v. 31, n. 5. e-ISSN: 1699-2407 4 The sound of responsibility: evolution of the use of radio advertising as a corporate social responsibility (CSR) communication channel before and after Covid-19. A significant increase In short, we are witnessing a new way to advertise whose CSR communication through radio ad- audience demands that companies be more connected vertising has experienced significant to the raison d’être of the company than to appearan- ces; this is why we consider it important and necessary growth after overcoming the worst mo- to analyze and study how this new approach is being ex- ments of the pandemic pressed through the medium of radio, which we believe, due to its intrinsic characteristics, is an appropriate means of communicating organizations’ CSR. 4. Radio advertising Perelló-Oliver and Muela-Molina (2013) define advertising as a persuasive activity whose main objective is to convince the target audience that, to satisfy a need, they must select a certain brand or product and, therefore, their creative components include rational arguments and emotional arguments that ultimately influence the purchase decision. In this sense, organizations implement ongoing communication strategies to connect with their audiences, with radio ad- vertising being part of a long-established strategy that organizations use to communicate with their audiences through sound and the sense of hearing (Barbeito-Veloso; Perona-Páez, 2019). Radio, the audio communication medium par excellence, is synonymous with companionship, proximity, warmth, imme- diacy, credibility, and imagination (Balsebre et al., 2006). These distinctive characteristics of radio make it an ideal me- dium for credibly and reliably transmitting organizations’ CSR through radio advertising. However, radio is undervalued by the advertising sector (Barbeito-Veloso; Vázquez-Gestal, 2000; Barbeito-Veloso; Fajula-Payet, 2005; Perelló-Oliver; Muela-Molina, 2013), which has been experiencing creative stagnation for decades, as reflected in the formats, in the message construction, in the use of sound language, and its informational and expressive potential (Espinosa; Vico, 2016; Barbeito-Veloso; Perona-Páez, 2019; Fajula-Payet; Barbeito-Veloso; Perona-Páez, 2021). This lack of interest is also evident in the importance given to radio studies in Spanish academia (Piñeiro-Otero, 2017). On the other hand, as highlighted above, radio has credibility among listeners and remains, to this day, the medium that engenders the greatest trust in its audience (Montaña-Blasco; Ollé-Castellà; Lavilla-Raso, 2020). In addition, this sense of closeness favors an intimate and personal experience when listening to messages, which increases the audience’s fe- elings of warmth and transparency. In this line, Perona-Páez (2007) also highlights the commitment of radio advertising to information as a guarantee of credibility, selling the product from reality, without enhancing fantasy, which makes it an appropriate setting to communicate companies’ responsible behavior. In regard to the effects that the Covid-19 pandemic has had on radio consumption, it should be noted that, in times of crisis, there is a general increase in audience in traditional media (Havas Media Group, 2020). This is due to citizens’ need to be more informed, causing a rise in news consumption and, consequently, an increase in audience. Studies carried out in several countries have recorded an overall increase in radio consumption, both in the number of listening hours and in the number of listeners (Rodero; Blanco, 2020). There are two advantages to this medium that become relevant in difficult moments such as the one we have lived through: the psychological influence it exerts on listeners (Rodero, 2020) and the credibility of the medium (Montaña-Blasco; Ollé-Castellà; Lavilla-Raso, 2020). Regarding the latter aspect, these authors state that, although the consumption of radio to keep informed is not remarkable, “this medium is considered to be the most credible, along with television” [“este medio es considerado como el más creíble, conjuntamente con la televisión”] (Montaña-Blasco; Ollé-Castellà; Lavilla-Raso, p. 155). If concrete data are studied, according to the General Framework for Media in Spain [Marco general de los medios en España] report prepared by the AIMC (2022), radio has an audience of around 23 million listeners (22,775,000) and a penetration rate of 55.4%, which places it in fourth place, after the Internet, television, and the external environment. Further, if we analyze the level of trust that citizens have with respect to the media in general, for Spaniards, radio is the most trustworthy means of communication; 45% of Spaniards and 53% of Europeans believe so (Eurobarometer, winter 2020/2021). This fact is closely related to radio being a medium that, to date, has weathered crises with relative ease. Madinaveitia (2021) explains that, despite the fact that radio has always grown more moderately during periods of strong investment growth, when a crisis occurred and investment fell sharply, radio always fell less. This means that its performance has always been flatter than those of the market as a whole. In short, based on the remarkable credibility of the radio medium compared with other media (Perona-Páez, 2007), as well as its audience’s behavior and perception toward this audio medium during the pandemic, the foundations seem to be laid for an area conducive to communicating organizations’ CSR through advertising. In this way, radio advertising and CSR can become productive partners, together positively impacting the messages conveyed to the organizations’ stakeholders. 5. Research method The Covid-19 pandemic has had a significant impact on many areas of our lives. Companies and institutions have not been spared from this exogenous factor’s impact on both their daily work and their communication. Taking this as a starting point, this research is based on one main objective: to analyze whether Covid-19 has brought about changes in the use of radio advertising as a vehicle to communicate organizations’ CSR. e310522 Profesional de la información, 2022, v. 31, n. 5. e-ISSN: 1699-2407 5 Estrella Barrio-Fraile; Ana-María Enrique-Jiménez; Anna Fajula-Payet; María-Luz Barbeito-Veloso; Juan-José Perona-Páez To achieve this main objective, the following research questions were posed: Q1: What percentage of advertising spots in the selected sample communicated or disclosed CSR actions? Q2: Which sectors and advertisers are most invested in communicating CSR through radio advertising? Q3: What dimensions of CSR are communicated most through radio advertisements? Q4: Who are the main beneficiary stakeholders of the CSR that is disseminated through radio advertising spots? Q5: To which area or field of communication are advertising spots concerning CSR confined? To respond to these questions, a methodological design was proposed based on the quantitative content analysis of two representative samples of radio advertising spots, one corresponding to the year before the pandemic broke out, that is, 2019, and another collected after the worst waves of Covid-19 had been overcome, that is, 2021. Riffe, Lacy, and Fico (1998) point out that it is not possible to conduct a study on media without analyzing its content. In addition, as argued by Perelló-Oliver and Muela-Molina, two authors with extensive research experience in the Spanish radio advertising field, quantitative content analysis “allows us to dissect the communicative product, exa- Table 2. Variables for analysis mine it in detail to understand the internal structure of messages, its constituent elements and its operation to Years 2019 infer and interpret social phenomena” [“permite disec- 2021 cionar el producto comunicativo, examinarlo al detalle SER Broadcasters COPE con el objeto de conocer la estructura interna de los men- Onda Cero sajes, sus elementos constituyentes y su funcionamiento 9:00–10:00 a.m. para inferir e interpretar los fenómenos sociales”] (Pere- Time slots 10:00–11:00 a.m. lló-Oliver; Muela-Molina, 2013, p. 35). 11:00 a.m.–12:00 p.m. The two samples were obtained by recording contemporaneous Presence of CSR content Yes/No advertising spots broadcast by the three principal mainstream Advertisers Spanish broadcasters (Cadena SER, COPE, and Onda Cero). The Economic sectors InfoAdex sectors (Table 3) broadcasters were chosen based on data provided by the Ge- Economic neral Media Framework (Marco General de Medios) of the As- Environmental CSR dimensions sociation for Media Research (Asociación para la Investigación Social de los Medios de Comunicación) (AIMC, 2021). With the purpo- Combination (specify) se of making a comparison that would allow us to identify the Consumers changes that took place between the pre- and post-pandemic Employees Providers periods, the first sample was collected on February 4, 2019, whi- Beneficiary stakeholders Local community le the second was recorded on November 8, 2021. These dates Society were chosen at random, avoiding periods in which advertising Others campaigns were significantly altered, such as the back-to-school Corporate Types of communication season, Christmas, Easter, etc. In both cases, it was decided that Commercial advertisements that appeared during the 9 a.m. to 12 p.m. slot, Table 3. Classification of economic sectors which includes part of the primetime slot for radio in Spain, would be selected and analyzed (AIMC, 2019; 2021). A total of 1. Automotive 562 spots were gathered, 239 in the first recording and 323 in 2. Distribution and foodservice 3. Finance the second, which were analyzed using an ad hoc template that 4. Telecommunications and internet allowed us to classify and categorize the different study varia- 5. Food bles. The table contains the following classification elements: 6. Public and private services year, broadcaster, time slot, presence of CSR content, advertiser, 7. Beauty and hygiene 8. Culture, education, and media economic sector, CSR dimensions, beneficiary stakeholders, and 9. Beverages communication area (Table 2). 10. Gambling and betting 11. Health Regarding the information presented on the analysis variables, 12. Transport, travel, and tourism it should be noted that the CSR dimensions variable has been 13. Home studied following the works of De-la-Cuesta and Valor (2003) 14. Sports and leisure 15. Energy and Barrio-Fraile (2019). The types of communication were 16. Miscellaneous established based on the proposal made by Costa (2011), who 17. Cleaning presents a comprehensive communication model comprising 18. Construction three spheres (corporate communication, commercial commu- 19. Textiles and clothing 20. Industrial, equipment, agricultural nication, and internal communication). Internal communication 21. Office and retail supplies has not been included in the typology because, upon analysis, 22. Personal items we observed that this variable did not appear in the sample. 23. Tobacco 24. Unknown For the classification of economic sectors, the sectoral classifica- tion offered by InfoAdex was taken as a reference (Table 3). Source: InfoAdex (2021). e310522 Profesional de la información, 2022, v. 31, n. 5. e-ISSN: 1699-2407 6 The sound of responsibility: evolution of the use of radio advertising as a corporate social responsibility (CSR) communication channel before and after Covid-19. A significant increase The data obtained from this analysis allow us to understand the magnitude of advertising spots from the selected sam- ple that publicize CSR actions, as well as which dimensions are communicated the most and the primary beneficiaries of these types of actions. In addition, considering that we are working with two samples obtained at two distinct times (pre-Covid and post-Covid), we are able to observe whether the pandemic has produced any kind of change in radio advertising campaigns that would qualify as CSR. A comparative study would allow us to compare whether there are a similar number of actions in both groups or whether there has been an increase or decrease in CSR-specific radio ad- vertising spots. 6. Results The communication of CSR through radio advertising experienced significant growth after overcoming the worst mo- ments of the pandemic, according to the results of this study. In 2019, 6 spots were found in the total sample (n = 239), which means that only 2.5% of the ads incorporated CSR content, whereas in 2021, 35 out of a total of 323 analysis units, or 10.8% of the ads, were identified as such. This increase of just over 8 points indicates that organizations are opting, albeit tentatively, to promote their CSR messages on radio. In fact, although only 6 advertisers were broadcasting this type of content in 2019, this figure was three times higher in 2021, totaling 18 (Table 4). Regarding the number of cam- paigns issued in both years, in 2019, the 6 spots gathered correspond to 6 different advertising campaigns, whereas in 2021, the 35 advertising spots with CSR content represent 20 different advertising campaigns. The analysis shows that Sanitas and the Atresmedia group are the two advertisers most committed to CSR communica- tion, leading the 2021 ranking with a total of seven and five spots, respectively. Following Sanitas and Atresmedia, by a considerable margin, are El Corte Inglés, J. García Carrión, and ONCE, which broadcast CSR content in 2019 and 2021, albeit with only one radio advertising spot each. If we focus on the number of campaigns (Table 4), the Atresmedia group stands out by carrying out three different advertising campaigns in 2021, whereas the rest of the advertisers only carried out one, both before and after Covid-19. Table 4. Advertisers who publicize CSR initiatives Data by number of spots Data by number of campaigns Year 2019 Year 2021 Year 2019 Year 2021 (6 spots) (35 spots) (6 campaigns) (20 campaigns) No. of No. of No. of No. of Economic sectors Economic sectors Economic sectors Economic sectors spots campaigns campaigns campaigns Atresmedia 1 Sanitas 7 Atresmedia 1 Atresmedia 3 El Corte Inglés 1 Atresmedia 5 El Corte Inglés 1 Balay 1 Repsol Foundation 1 Banco Sabadell 3 Repsol Foundation 1 Banco Sabadell 1 J. García Carrión 1 Bankinter 3 J. García Carrión 1 Bankinter 1 Corsa Group 1 Balay 2 Corsa Group 1 Bosch 1 ONCE 1 CaixaBank 2 ONCE 1 CaixaBank 1 Ibercaja 2 El Corte Inglés 1 Bosch 1 Factorenergía 1 El Corte Inglés 1 Feníe Energía 1 Factorenergía 1 Novo Nordisk Group 1 Feníe Energía 1 Ibercaja 1 Novo Nordisk Group 1 J. García Carrión 1 J. García Carrión 1 Mercado Organic 1 Mercado Organic 1 Mutua Madrileña 1 Mutua Madrileña 1 ONCE 1 ONCE 1 Panasonic 1 Panasonic 1 Repsol 1 Repsol 1 Sanitas 1 The increase in radio advertising with CSR content, of course, implies an increase in the economic sectors concerned, from six in 2019 to nine in 2021. Although, in absolute numbers, this change is not significant, the percentage increase in terms of sectors is 50%. The sectors present in the two time periods studied are Culture, education, and media; Gam- bling and betting; and Energy. In 2021, Finance, a sector that accounts for 10 of the 35 spots observed, and Health, with 8 spots, had a very strong showing. Table 5 also shows that the Culture, education, and media sector went from one spot in 2019 to five in 2021, while Energy also experienced notable growth, increasing from one to four. The other emerging sectors in 2021 were, in this order, Home (with three advertisements), Food (two), Public and private services (one), e310522 Profesional de la información, 2022, v. 31, n. 5. e-ISSN: 1699-2407 7 Estrella Barrio-Fraile; Ana-María Enrique-Jiménez; Anna Fajula-Payet; María-Luz Barbeito-Veloso; Juan-José Perona-Páez and Transport, travel, and tourism (one). If we analyze the behavior of the different sectors in relation to the number of campaigns, the sectors with the highest number of campaigns are Finance (with four different campaigns), Energy (four), and Culture, education, and media (three). Table 5. Economic sectors that disseminate CSR initiatives Data by number of spots Data by number of campaigns Year 2019 Year 2021 Year 2019 Year 2021 (6 spots) (35 spots) (6 campaigns) (20 campaigns) No. of No. of No. of No. of Advertisers Advertisers Advertisers Advertisers spots campaigns campaigns campaigns Distribution and Distribution and 1 Finance 10 1 Finance 4 foodservice foodservice Culture, education, Culture, education, 1 Health 8 1 Energy 4 and media and media Culture, education, Culture, education, Beverages 1 5 Beverages 1 3 and media and media Gambling and Gambling and 1 Energy 4 1 Food 2 betting betting Energy 1 Home 3 Energy 1 Health 2 Miscellaneous 1 Food 2 Miscellaneous 1 Home 2 Public and private Public and private 1 1 services services Gambling and Gambling and 1 1 betting betting Transport, travel, Transport, travel, 1 1 and tourism and tourism In the midst of the pandemic, the eco- nomy, employment, and health were what most worried Spaniards (Wun- 35% derman Thompson, 2020). What is Economic 34% most striking about this study is that, after the worst stretch of the pande- 35% mic, the economy (finance sector), Environmental 50% health, and culture/education, those sectors encompassing three of the as- pects traditionally most valued by so- Social 70% 50% ciety as a whole, take very prominent positions in terms of the number of 0% 10% 20% 30% 40% 5 0% 60% 70% 80% radio advertising spots. Percentage of campaigns that include CSR dimensions in 2021 This is consistent with the increase Percentage of campaigns that include CSR dimensions in 2019 in the social dimension of advertise- ments that publicize CSR actions (Figu- Figure 1. The presence of all three dimensions in campaigns with CSR content re 1). Whereas in 2019 this dimension was present in 50% of campaigns that opted to publicize CSR initiatives, it is 50% Social present in 70% of campaigns of this 33% type in 2021. On the other hand, the 15% Environmental 33% environmental dimension decreased by 15%, from 50% of advertisements Social and economic 15% 17% that publicized some type of CSR to only 35%. The economic dimension, Environmental and economic 15% 17% which, according to data provided by the Wunderman Thompson (2020) Social, environmental, and economic 5% 0% study, is an element that worries Spa- niards, remained stable in this study, 0% 10% 20% 30% 40% 5 0% 60% at around 35%, in the two periods Percentage of campaigns that include CSR dimensions in 2021 analyzed. Percentage of campaigns that include CSR dimensions in 2019 It is also interesting to note how some Figure 2. CSR dimensions present in CSR campaigns advertisers opted to communicate e310522 Profesional de la información, 2022, v. 31, n. 5. e-ISSN: 1699-2407 8 The sound of responsibility: evolution of the use of radio advertising as a corporate social responsibility (CSR) communication channel before and after Covid-19. A significant increase more than one dimension of CSR. Fi- gure 2 shows that, in 2019 and 2021, 45% around 65–66% of advertisers that Consumers 33% publicized their CSR through radio advertising opted to communicate a single dimension of CSR, be it social Society 35% or environmental. On the other hand, 67% 30–34% communicated two dimen- sions of CSR –social and economic or 20% Consumers and society environmental and economic– so the economic dimension is never commu- nicated in isolation, only in conjunc- 0% 10% 20% 30% 40% 50% 6 0% 70% 80% tion with the social or environmental Percentage of campaigns that include CSR content in 2021 dimension. In 2021, an advertisement Percentage of campaigns that include CSR content in 2019 that encompassed the three dimen- sions of CSR was found, as well. Figure 3. Stakeholders benefiting from CSR actions publicized through radio advertising As for the stakeholders targeted by CSR actions communicated through radio advertising (Figure 3), in both 70% years, consumers and society were Commercial the focus, whereas other important 33% CSR audiences, such as employees, did not appear in the advertisements analyzed. The most significant data re- 30% lated to stakeholders was the increase Corporate 67% in CSR advertisements that communi- cated actions that benefit consumers, from 33% to 45%. 0% 10% 20% 30% 40% 50% 60% 70% 80% Another very remarkable aspect of Type of advertisement in 2021 Type of advertisement in 2019 this research is that the transmission of CSR content no longer seems to be Figure 4. Communication area for advertisements with CSR content an action unique to corporate com- munication; rather, the data reflect an upward trend in the use of commercial communication to publicize CSR actions. Before Covid-19, the predominant type of advertising used to communicate CSR was related to corporate communication (67% of cases), compared with 33% of advertising linked to commercial communication. In contrast, after Covid-19, commercial advertising accounted for 70% of campaigns with CSR content. 7. Discussion and conclusions The pandemic has had an impact on media consumption habits. Television, official statements, and the online press, in this order, have been the channels used most to stay informed about the spread of the virus. Although radio is not one of the top dogs as far as most consumed media, it did overtake television as the medium that engenders the most trust (Rodero, 2020; Montaña-Blasco; Ollé-Castellà; Lavilla-Raso, 2020). Therefore, as Balsebre et al. (2006) and Pero- na-Páez (2007) pointed out, at present, audio content continues to maintain its long-established credibility in the face of the message saturation and multiple offerings that provide greater access to the population. Aware of this, organizations approach radio as a communication tool. Its credibility is precisely what justifies broadcas- ting advertising messages via this medium that, despite not reaching the massive audience levels of others, maintains a penetration rate of around 50% and loyal listeners. Corporations seem to understand that credibility, trust, and a not inconsiderable penetration rate encourage the disse- mination of their CSR campaigns through the medium of radio. At a time when society is looking for solutions and needs answers, companies and institutions are relying on radio to show their commitment to their external stakeholders. In relation to the first research question (Q1), the increa- se in spots with CSR content is notable if we take 2019, At a time when society is looking for so- before the pandemic, and 2021, after a year of living lutions and needs answers, companies with the virus, as reference points. The increase in the and institutions are relying on radio to number of such spots from 2.5% to 10.8% shows a re- show their commitment to their exter- markable growth trend. These data coincide with those nal stakeholders provided by the study prepared by the Spanish Associa- e310522 Profesional de la información, 2022, v. 31, n. 5. e-ISSN: 1699-2407 9 Estrella Barrio-Fraile; Ana-María Enrique-Jiménez; Anna Fajula-Payet; María-Luz Barbeito-Veloso; Juan-José Perona-Páez tion of Advertising Agencies (Asociación de Agencias de The stakeholders targeted by CSR actions Publicidad de España; 2021), which reflect the increase in CSR advertising campaigns in the media. Therefore, communicated through radio advertising it can be said that radio follows media’s general trend are consumers and society toward an increase in advertising with CSR content. The increase in the number of spots has been accompanied by a threefold increase in the number of advertisers, from 6 to 18. These are advertisers who, answering the second question (Q2), are mainly spread across the Healthcare, Finance, and Media sectors, with Atresmedia as the leading advertiser, leveraging its radio platform, Onda Cero, as a loudspeaker for its awareness campaigns. In response to Q3, the research shows, as Barrio-Fraile and Enrique-Jiménez (2021) pointed out, that the social dimen- sion is growing compared with 2019 and has taken the lead, overtaking the environmental and economic dimensions. The pandemic’s impact may explain this trend. It seems that Covid-19 has led organizations to focus on enhancing those intangible aspects most related to people’s quality of life through their radio advertising. It will be interesting to see whether this trend takes hold or whether, once the pandemic is over, the economic and environmental dimensions will regain ground and recover their leading roles in CSR radio campaigns. Regarding the stakeholders targeted by CSR actions communicated through radio advertising (Q4), it is interesting to note the absence of such relevant stakeholders as employees, suppliers, or local communities in CSR material. In both years, these types of communications focused their messages on actions that primarily benefited the consumer, without neglecting actions aimed at society in general. This could be explained by the fact that companies use other, more inter- nal means to communicate CSR actions targeted at employees or suppliers, but it could also be a reflection of the data provided by Llorente y Cuenca (2021), which indicate that we are dealing with an increasingly discerning consumer who demands quality products and social commitment from companies, that is, CSR for consumers and society. Since radio is a complementary medium at the advertising level, the shift in the type of audience targeted by the campaigns analyzed should be understood in general terms; in other words, consumers, rather than society, are addressed first and foremost owing to strategic criteria at the organizations’ communicative level. Regarding the final research question (Q5), it is interesting to observe how the borders between the commercial and corporate communication areas converge. Thus, if traditionally the CSR dimensions were linked to a more corporate type of communication, the pandemic has accelerated the process by which CSR has leaked into messages usually described as more commercial. These results coincide with the trend indicated by the study of Llorente y Cuenca (2021), which highlighted the existence of an increasingly discerning public that rewards brands’ social commitment, so it would be logical that consumers’ demand for this company profile leads to increased commercial advertising about CSR to provide another argument or benefit for their purchasing decisions. This research is not without limitations. The first comes from the geographical scope of the study itself, which was con- ducted in Spain; therefore, it would be interesting to replicate this research in other countries. The second and primary limitation of the research is the final number of advertising spots analyzed. Although it is true that a total of 562 spots were collected (239 in 2019 and 323 in 2021), only 41 of them (6 in 2019 and 35 in 2021) had CSR content. This figure is very small for a detailed statistical analysis, but it is enough to show a trend toward organizations’ increased use of radio advertising to communicate CSR. Therefore, the objective of the investigation has been fulfilled. In the aftermath of the Covid-19 pandemic, radio advertisements with CSR content have increased. Some companies have decided to commu- nicate their more social side, and what is most significant is that they do so through their commercial communications. Despite the limitations mentioned above, the results obtained represent an advance in the study of the use of radio advertising as a vehicle to communicate organizations’ more social and sustainable sides, which lays the groundwork for the development of future research. 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