Radio Holds More Than 92% of Its Lead-In Audience During the Average Commercial Break
New Study from Arbitron, Media Monitors and Coleman Dispels Industry Perception That Listeners Tune Away from Commercials in Large Numbers
Radio ratings data from Arbitron's Portable People Meter and commercial occurrence data from Media Monitors indicate that the lowest rated minute during an average commercial break is 92 percent of the size of the audience before the spots began, according to a new study by Arbitron, Inc. (NYSE: ARB), Media Monitors and Coleman.
What Happens When the Spots Come On: The Impact of Commercials on the Radio Audience is the first in a series of studies on the radio audience behavior during commercials using the power of passive electronic measurement, both for audiences and for commercial occurrences.
The study dispels the mistaken belief among advertisers, agencies and radio executives that radio loses a considerable portion of its audience during commercial breaks.
Full Press Release at Arbitron.com
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