STUDY: MORE RADIO LISTENERS THAN TV VIEWERS STAY TUNED THROUGH COMMERCIALS Bram Teitelman – Billboard Nearly half of American radio listeners, or 49%, don't change stations when a commercial comes on when listening at home, while only 6% don't change channels when a TV commercial comes on. That's one of the findings of a joint study between Arbitron and Edison Media Research on spot load. Another finding of the survey shows that more radio listeners prefer three commercial breaks of four spots an hour than two commercial breaks of six spots per hour.
Arbitron U.S. media services marketing senior VP Bill Rose and Edison Media Research EVP Joe Lenski will present those and other findings during a Webcast on Wednesday, May 4. The Webcast will air from Noon-1p.m. EST, and can be accessed via Arbitron's Web site (www.arbitron.com) and Edison Media Research's Web site (www.edisonresearch.com). For information on the conference call, the number is 800-932-9726. For reference, it is the Arbtron call, and the topic is "Spot Load Study." |