TY - JOUR T1 - A New Benchmark for Mechanical Avoidance of Radio Advertising JF - Journal of Advertising Research JO - J Advert Res SP - 407 LP - 416 DO - 10.2501/JAR-2020-007 VL - 60 IS - 4 AU - AARON MICHELON AU - STEVEN BELLMAN AU - MARGARET FAULKNER AU - JUSTIN COHEN AU - JOHAN BRUWER Y1 - 2020/12/01 UR - http://www.journalofadvertisingresearch.com/content/60/4/407.abstract N2 - 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. ER -