Arbitron Client Conference: “Radio Retains 93% of Audience Through Spot Breaks”

Story by Talkers Magazine

That good news comes from the study, “What Happens When the Spots Come On?” from Arbitron, Coleman Insights and RCS/Media Monitors http://arbitron.com/downloads/What%20Happens%20When%20The%20Spots%20Come%20On-2011%20Edition.pdf. 

But what it means is not that 93% of listeners stay through a whole stop set.  Some go away and some new ones come in with the aggregate being that only 7% of the listenership disappears during a given spot break. 

The study analyzed 17.9 million spot breaks and 61.9 commercial minutes in the 48 markets using the Portable People Meter. 

But programmers and sales managers are being cautioned not to interpret the data as meaning that people aren’t bothered by too many spots and that 93% will sit through anything. 

One thing the study appears to confirm is that spoken-word radio such as sports, news/talk and all-news do a better job of keeping their audiences through stop sets. http://kirktanter.blogspot.com/2011/11/st-p-strategy.html
http://kirktanter.blogspot.com/2011/11/st-p-strategy.html