Radio: Ready to rumble

This paper briefly reviews some of the research upon which most radio planning models are based and considers the relative impact of position in break and “low clutter airtime” against the more traditional territory surrounding frequency within the context of radio advertising.

Radio: Ready To Rumble

Clutter v frequency in radio...results from the real world

Alan Bowman and Howard Parry Husbands The Buzzz Ltd.

Background

Historically radio has been the poor relation of other advertising media. It is not nearly as glamorous, ...