Commercial Loads: If a Commercial Falls in the Forest, Will Anybody (Not) Hear It?
February 10, 2005
Paragon Media Strategies recently surveyed 401 respondents ages 15 to 64 (43% male / 57% female) to determine listeners’ tolerance of commercials and their impact on listening habits. This study reprises a topic Paragon Media Strategies addressed in 2003, 1999, 1996, 1994 and 1991. New questions were added to the 2005 study to address radio’s recent changes in commercial policy. The results from 2003 and current are presented below.
Commercial Tolerance
• While 25% never switch stations when commercials air, 13% switch before the first commercial and another 20% switch after hearing one commercial.
• Younger listeners are significantly more likely to switch before any commercials (15-24 – 19%, 25-34 – 16%),
while older listeners were significantly more likely to never switch (45-59 – 38%, 55-64 – 39%).
Effects of Reducing Commercial Time
• A majority of radio listeners would increase their radio listening time if radio stations noticeably reduced the
amount of commercials.
• Radio listeners ages 15 – 24 are significantly more likely (43%) than other age groups to increase their radio listening time “a lot” if commercial radio stations noticeably reduced the amount of commercials on the radio.
Changing Listening Habits
• 62% say increased commercials have affected their listening habits (Among respondents who say radio is playing more commercials n=211)
• Among those who say their radio listening habits are affected, 8 out of 10 say they “spend more time flipping through
stations” and “listening less to certain radio stations”.
To view charts CLICK above on ‘More Images’.
