At Radiocentre's Tuning In North 2026, PhD presented a new study which explores the growing importance of anticipation in modern life and what it means for brands and media. The research argues that society is now living in an era of “eventification”, where people increasingly celebrate more moments, more publicly and with greater emotional intensity. From graduations and gender reveals to major sporting and entertainment events, anticipation has become a central part of how people experience life.
The report highlights how modern consumers live in a culture of immediacy, where on-demand video and audio services, instant delivery expectations and constant connectivity have reshaped behaviour. Yet despite this demand for instant gratification, the study found that anticipation itself has not disappeared. In fact, it has evolved and arguably become even more important. Google searches relating to “how long till…” have risen dramatically in recent years, showing people are actively counting down to future events and experiences.
A key finding from the research is that anticipation often delivers more emotional value than the event itself. In PhD’s own study, one in four people said the build-up to eagerly anticipated events has become more enjoyable over the past five years, compared to far fewer who believed the events themselves had improved. Anticipation therefore acts as a source of optimism and emotional wellbeing, particularly during uncertain times, with many respondents saying they need something positive to look forward to.
The presentation also explored the neuroscience behind anticipation. Experts involved in the research explained that anticipation itself is emotionally neutral, but people project emotions onto it, ranging from excitement and optimism to anxiety and dread. Importantly, anticipation is not simply a “before and after” moment but a cycle involving triggers, build-up, peak anticipation, the event itself and reflection afterwards. Reflection then shapes future expectations and behaviours.
The study further highlighted how dopamine – the brain’s reward chemical – is often released before an experience happens rather than during the reward itself. This means the emotional excitement of waiting for something can be just as powerful as the event or purchase. Experiments conducted during the research showed that people who anticipated a reward experienced greater excitement and emotional response than those who received it immediately.
Audio and radio featured strongly throughout the presentation as powerful channels for building and amplifying anticipation. The research noted the huge growth in on-demand audio consumption and how audio environments can intensify emotional connection and shared experiences. The report identified four major drivers of anticipation: expected outcomes, timing, scarcity and shared experiences. Shared experiences were particularly relevant to audio and radio because collective listening, conversation and cultural participation intensify emotional engagement. Whether through WhatsApp discussions, fan communities or live broadcasts, anticipation grows stronger when people experience it together.
For brands, the commercial opportunity is significant. The research found that anticipation stimulates consumer spending across categories including holidays, celebrations, moving home and seasonal events like Christmas. Brands therefore have an opportunity not only to advertise during major events but to become part of the build-up and emotional journey beforehand.
Audio and radio were presented as especially effective media for both generating and harnessing anticipation. Radio’s immediacy, emotional intimacy and ability to create shared cultural moments make it particularly powerful in this area. The presentation highlighted examples where broadcasters and audio brands created excitement around entertainment properties and live events.
One example involved Netflix creating an immersive pop-up radio station promoting “Stranger Things 5”. The station played 1980s music, American DJs and themed advertising to build excitement and emotional connection ahead of the show’s launch.
Another standout example was “Radio X Oasis”, an Oasis-themed radio station launched to capitalise on anticipation surrounding the band’s reunion. The station played Oasis music around the clock and became so popular that fans launched a petition to keep it on air permanently. This demonstrated how radio can successfully harness collective anticipation around major cultural events and transform audience excitement into sustained engagement.
Overall, the study concludes that anticipation is now a powerful emotional and commercial force. For brands and media owners, particularly in audio and radio, there is a major opportunity to connect with audiences not just during key events but throughout the entire build-up. Audio’s ability to create companionship, emotional resonance and shared cultural participation positions it uniquely as a medium that can both generate and amplify anticipation at scale.
