Measuring brand equity of radio stations in order to predict future listening behaviour

Taylor Nelson Sofres has an in-house tool, the ‘Conversion Model’, which allows prediction of the evolution of radio audience in the case of future competition.

Measuring Brand Equity Of Radio Stations In Order To Predict Future Listening Behaviour

Dominique Vercraeye TNS MediaDanil Poesmans VRT

Background

Until August 2001, the radio landscape in the north of Belgium was composed of public radio on the ...