NAVIGAUGE: 88% OF LISTENERS STAY THROUGH ADS Katy Bachman – Mediaweek Radio listeners stay tuned through commercials more than you might think. According to the latest findings from Navigauge, a research service which tracks in-car radio listening, 88.3 percent of audiences that tuned in at the beginning of a commercial remained tuned in through the end of it.
Released Monday, Navigauge's consumer behavior index was based on more than 100,000 tunings to more than 1,600 advertisements on 20 radio stations in Atlanta for the months of January and February.
Men tended to stay tuned to the entire radio commercial more than women, regardless of age: 89.6 percent for men versus 87.4 percent for women. Older listeners ages 50 and older also exhibited higher commercial retention, 90.9 percent compared to listeners ages 35 to 49 (88.3 percent) and listeners ages 35 and younger (85.3 percent).
Women tended to be more discriminating about advertising based on the radio format and the type of ad. Women 35-49 will listen to an entire ad more frequently for non-prescription medications (92.1 percent) and TV and cable tune-in advertising (90.5 percent) more than other categories such as soft drinks (79.8 percent), movies (85.4 percent), airlines (86.0 percent) and consumer electronics (86.7 percent).
Women are also more likely to listen to the entire ad on Adult Contemporary stations (88.6 percent) compared to the average retention of 87.5 percent for other formats.
Although the current information is limited to Atlanta, Navigauge has announced plans to expand its service to Houston and other top 10 markets in 2005. |