Radio Research in Transition

Lynne Robinson

The radio market in the UK is booming with the growth of new stations in both the commercial and public sectors and the growing importance of radio as an advertising medium.
  

Radio Research in Transition

Lynne Robinson IPA

INTRODUCTION

Radio audiences are one of the most challenging media to measure. Radio is available in virtually every location and at any time of the day or night. It can be a group or solus activity. The intensity of listening covers a wide spectrum, from passive listening to other people's sets and their choice of stations through to the intense listening which results in radio being consistently identified as the medium with the most personal, trusted relationship with its user.

However, the vast majority of radio listening is done in...

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