Abstract:

This paper focuses on how radio reach builds up. When do our listeners start to recognise radio spots? After how many days of airing, after how many times of hearing? The results are based on a telephone survey among 3,889 radio listeners and show us the day-by-day reach of campaigns. For each respondent, the number of times he or she heard the radio spot before the survey was calculated and this was related to recognition of the campaign. In this way it is possible to calculate the 'optimal' frequency level of radio campaigns.