Radio Spot Load Study 2005.

In 1999, Arbitron and Edison Media Research conducted a research study to probe listeners’ perceptions toward radio advertising. At that time, most radio stations were increasing inventory to deal with the rising demand for ad inventory sparked mainly by the dotcom boom.

Now, in 2005, Arbitron and Edison Media Research revisit the subject of spot loads. In the current environment many of the issues are the same as they were six years ago, but the context has changed.

The dotcom boom is a distant memory, ownership consolidation has slowed considerably, and new sources of audio entertainment and information are far more common.

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http://www.edisonresearch.com/home/archives/SpotLoad_Study_2005.pdf