Radio zapping
Nick North and Lex van Meurs
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...
