Reported from the Arbitron Client Conference in Baltimore:
A quick side-study targeting agency professionals and radio industry executives revealed that perception is different from reality. Agency clients, on average, believed that Radio only keeps 68 percent of the listening audience during spot breaks. Radio industry participants pegged it at 78 percent.
Philippe Generali, President of Media Monitors, says, "The radio industry should reinforce the fact that audience levels remain very high during commercial breaks, by promoting the 93 percent finding." The panel at Arbitron agreed.
Arbitron leaders, CEO Bill Kerr and COO Sean Creamer told the annual Client Conference attendees that they want to "do a better job of promoting radio in the broader marketplace."
Warren Kurtzman of Coleman Insights says "Programmers shouldn't obsess about the negative impact of running commercials" - at least in the short term. People listen when the spots come on.
What Happens When the Spots Come On is available HERE
