A new benchmark for mechanical avoidance of radio advertising: Why radio advertising is a sound investment

Radio remains popular, delivering an audience reach of over 90 percent, but radio ratings may overestimate real advertising exposure.
Michelon, Bellman, Faulkner, Cohen, and Bruwer


  • 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.


Radio remains an effective medium for reaching all category...

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