Radio zapping

This paper reports on switching during radio advertising, based on analysis of GfK Media GB’s survey of radio listening and television viewing, commissioned by The Wireless Group using Radiocontrol audience measurement technology.

Radio Zapping

Nick NorthGfK Media Ltd, United Kingdom

Lex van MeursIntomart GfK, Netherlands

INTRODUCTION

The minute-by-minute, mechanical measurement of radio audiences was first introduced in 1942. AC Nielsen's Audimeter registered each movement of the...