Recall of radio advertising in low and high advertising clutter formats

This study investigated the relationship between radio advertising clutter and advertising recall using the Australian radio market as a test case.

Recall of Radio Advertising in Low and High Advertising Clutter Formats

Erica Riebe and John DawesUniversity of South Australia

INTRODUCTION

Commercial radio stations in Australia generally take two approaches to the placement of advertising on their stations. They adopt what we call either a high-clutter or a low-clutter strategy. The high-clutter format has two aspects. It involves large blocks of ads (around eight) played between blocks of music and other material. This results in approximately 12 minutes of advertising per hour. The low-clutter format involves far less advertising – approximately four minutes per hour. The advertising is...

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