MANAGEMENT SLANT
- Overall, radio has a low level of mechanical advertising avoidance.
- There is little variation in mechanical avoidance of radio advertising across media factors.
- Music stations have slightly higher rates of radio-advertising avoidance than talk stations.
- Out-of-home listening has a slightly higher rate of radio-advertising avoidance than in-home.
- Light listeners drive radio-advertising avoidance in early dayparts.
INTRODUCTION
Radio remains an effective medium for reaching all category...