Give us this day our daily effect

This paper focuses on how radio reach builds up. When do our listeners start to recognise radio spots? After how many days of airing, after how many times of hearing? The results are based on a telephone survey among 3,889 radio listeners and show us the day-by-day reach of campaigns.

Give Us This Day Our Daily Effect

John FaasseMedia Knowledge Center, Kobalt Media Services BV, Netherlands

Karin SchutMedia Knowledge Center, Kobalt Media Services BV, Netherlands

INTRODUCTION

Although the use of electronic audience data collection methods lives up to the promise of providing at least a few countries around the world with daily accumulation curves for radio advertising reach, Passive People Meters cannot tell us whether people actually listened and paid attention to your advertising.

We know little about the way radio campaigns do their job. When does a radio ad start working? After one, six or twenty exposures?...

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