What happens when the Spots Come On: 2011 Edition.
November 8, 2011
Radio does a remarkable job of maintaining its audience delivery once the commercials come on. Now that the Portable People Meter™ service can track radio audiences on a minute-by-minute basis across 48 top markets, we can demonstrate how radio constantly replenishes its audience with new listeners during commercial breaks.
Using data from a full year across all 48 PPM measured markets, the study shows:
– Radio delivers more than 93 percent of its lead-in audience levels during the average commercial break.
– One- to three-minute commercial breaks deliver radio audiences levels that are practically the same as the lead-in audience.
– Longer spot breaks of four to six minutes plus delivers a surprisingly high an average percentage of the lead-in audience level.
– Commercial breaks in morning drive deliver some of the highest percentages of their lead-in audience levels, on average. In the study, you’ll discover what drives this daypart’s performance.
– Details of commercial break impact on audience levels by market and by month.
This study, as the previous edition, takes advantage of the increased precision of passive electronic measurement, both for radio audiences and for commercial occurrences.
To download study CLICK on link below;
http://www.arbitron.com/study/spot_study.asp>
