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...