Radio Ink Magazine

You Need to Memorize This Report

A team of researchers from the Ehrenberg-Bass Institute for Marketing Science recently published their findings in the Journal of Advertising Research (JAR).

This recently published study proved that a common assumption about radio advertising is utterly wrong.

According to the study, “Many advertisers have believed as much as one-third of the audience switch stations during radio-advertising breaks.” Changing stations to avoid ads is known as “mechanical avoidance.”

The researchers decided to use Portable People Meters to determine the truth, once and for all. Their analysis spanned over 2.9 million programming minutes, including 534,071 advertising minutes and 841,003 separate commercials. A pretty good sample

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