Radio zapping

This paper reports on switching during radio advertising, based on analysis of GfK Media GB’s survey of radio listening and television viewing, commissioned by The Wireless Group using Radiocontrol audience measurement technology.

Radio Zapping

Nick NorthGfK Media Ltd, United Kingdom

Lex van MeursIntomart GfK, Netherlands

INTRODUCTION

The minute-by-minute, mechanical measurement of radio audiences was first introduced in 1942. AC Nielsen's Audimeter registered each movement of the radio tuning dial with the scratch of a stylus on a roll of paper tape, storing the information in a cartridge, which at the end of each survey period was mailed back to the company for analysis. From 1950 until 1963, the Audimeter-based Nielsen Radio Index served the US radio industry as its official currency. Technological change and legislative action brought about its demise:...

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