RT Journal Article
SR Electronic
T1 A New Benchmark for Mechanical Avoidance of Radio Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2020-007
DO 10.2501/JAR-2020-007
A1 Aaron Michelon
A1 Steven Bellman
A1 Margaret Faulkner
A1 Justin Cohen
A1 Johan Bruwer
YR 2020
UL http://www.journalofadvertisingresearch.com/content/early/2020/03/19/JAR-2020-007.abstract
AB Radio remains popular, delivering an audience reach of over 90 percent, but radio ratings may overestimate real advertising exposure. Little is known about audience and media factors affecting radio-advertising avoidance. Many advertisers have believed as much as one-third of the audience switch stations during radio-advertising breaks. In the current study, the authors combined Canadian portable people-meter data ratings to measure loss of audience during advertising. They discovered a new benchmark of 3 percent (across conditions) for mechanical (or actual physical) avoidance of radio advertising, such as switching stations or turning off the radio. This rate is about one-tenth of current estimates, but was higher for music versus talk stations, out-of-home versus in-home listening, and early versus late dayparts.