How Kids use radio. The Disney Experience

Last year, kids spent or influenced the spending of $500 billion. It is not surprising, then, that advertisers want to reach children.

How Kids Use Radio. The Disney Experience

Thomas C.N EvansABC Radio Networks United States

INTRODUCTION

'While there are attempts to reach children with radio, there are no data to suggest that it has become a truly relevant medium.' (Stipp, 1993)

Those data now exist. To support the rollout of a new national radio format, a comprehensive research effort 'WW' launched by ABC Radio Networks capped by a three-month survey in 1997 (January to March) to measure childrens total radio listening, audiences to Radio Disney, and audiences to other radio formats. Since then, ABC Radio Networks have made a...

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