Effects of Program Content, Listening Location, and Daypart on Advertising Ratio
| Format | N | M (SD) | Hypothesis Supported | |||
|---|---|---|---|---|---|---|
| Music | 11 | 0.96 (0.03)x | H1 ✓ | |||
| Talk | 6 | 1.00 (0.05)x | ||||
| Average | 0.98 (0.04) | |||||
| Location | ||||||
| In home | 15 | 0.99 (0.02)y | H2 ✓ | |||
| Out of home | 15 | 0.97 (0.04)y | ||||
| Average | 0.98 (0.03) | |||||
| Daypart | October | January | April | July | ||
| Breakfast (6 a.m.–10 a.m.) | 17 | 0.97 (0.06) | 0.97 (0.06) | 0.97 (0.06) | 0.97 (0.07) | H3 ✓ |
| Daytime (10 a.m.–3 p.m.) | 17 | 0.96 (0.06)z | 0.97 (0.07) | 0.97 (0.07)x | 0.96 (0.06) | |
| Drivetime (3 p.m.–7 p.m.) | 17 | 0.97 (0.07) | 0.97 (0.06) | 1.00 (0.06)x,y | 0.96 (0.07) | |
| Evening (7 p.m.–12 a.m.) | 17 | 0.98 (0.04)z | 0.98 (0.06) | 0.97 (0.07)y | 0.98 (0.07) | |
| Average | 0.97 (0.06) | 0.97 (0.06) | 0.98 (0.06) | 0.96 (0.06) | ||
Note: Numbers are advertising ratios, the ratio of the audience for advertising breaks compared with the audience for programs. For example, 0.96 means the advertising audience was 96 percent of the size of the program audience—that is, the avoidance rate was 4 percent. Means in the same column with the same superscript letters are significantly different from each other at p < 0.05.