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Study Claims Less Really Is More

Study Claims Less Really Is More

Forty-seven percent of consumers say that they would listen to a radio station “a lot more” if that station had fewer spot breaks, while 44 percent say that they would listen “a lot more” if that station had shorter commercial breaks. That’s according to findings from a study by Arbitron and Edison Media.
More than eight in 10 respondents said listening to commercials is a “fair price to pay” for free radio programming, according to the audience research firms, while a majority of listeners say they “never” tune away from radio commercials while they are listening to the radio at work (63%) or at home (49%).
Relatively few listeners say that they typically switch the station immediately upon hearing the beginning of a commercial break – 6% of those listening at work say they switch immediately; 11% of home listeners and 28% of those listening in a car do the same.
More than 1,000 respondents were interviewed by phone in March. The results from this survey were tracked against a previous survey conducted in 1999. To see the study, click here.

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