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