Få lyssnare byter kanal vid reklamavbrott
Till skillnad från vad många tror byter väldigt få radiolyssnare kanal när det sänds reklam. Det visar en undersökning i USA gjord av Arbitron, Media Monitors och Coleman. 92 procent av lyssnarna stannar kvar vid radioapparaten trots reklamavbrotten, skriver Media Week.
Kommersiell radio skiljer åt mellan olika länder, men några slutsatser kan dras av undersökningen som presenterades vid National Association of Broadcasters konferens i Dallas i förra veckan
Underlaget är 93.876 reklamavbrott i Houston och vid undersökningen har Arbitrons portabla "people meter" använts.
Hur många som inte bytte kanal eller gick ifrån radioapparaten berodde på reklamavbrottets längd. När avbrotten var en minut behöll kanalen 99 procent av lyssnarna. Med sex minuter reklam försvann 12 procent av lyssnarna
Yngre lyssnare tenderar att byta kanal oftare än äldre och bästa tid för att undvika kanalbyte vid reklamavbrott är dagtid.
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