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Japanese Radio Role Examined

Japanese Radio Role Examined

Radio plays an important role in Japan, according to an Arbitron study.
The study, Media Targeting 2000-Japan, was done at the behest of the National Association of Commercial Broadcasters in that country.
Sixty-nine percent of the Japanese population listens to radio during the week and commuters listen nearly as much as U.S. drivers, 74 vs. 80 percent.
The in-depth study covered 124 consumer categories such as age, gender, occupation, automobile ownership and beverage consumption.
The data from the study is available on the Arbitron Web site at in English and Japanese.
“Anyone who seeks a better understanding of Japanese consumers and their media habits should visit the Web site,” said Brad Bedford, Arbitron vice president of Asian marketing.
Chris Joaquim