That advertising on the radio works was already proven for Germany in general terms in 1994 with the basic study Qualitaten der Radiowerbung I (Qualities of Radio Advertising I). To be able to answer questions beyond the general proof of effectiveness of radio as an advertising Medium the radio marketers ARD-Werbung Sales & Services IP Multimedia Deutschland and Radio Marketing Service (RMS) commissioned a second study in 1996. With its longer study period of one year and resulting greater number of cases and campaigns observed it became possible to provide more detailed impact analyses. The impact achieved at different stages of radio campaigns the optimum number of contacts for these campaigns and the positive contribution of radio towards mixed campaigns are just some of the issues covered. The results on hand make radio more transparent and show that spending radio is worthwhile. Radio can both be used extremely effectively as a Principal medium and can contribute importantly to the advertising effect °f combined radio/TV campaigns.
The following paper demonstrates how applied research conducted with Public radio listeners was used to expand listener appeal and increase binding opportunities for a leading public radio station in New York City. By using research to construct detailed psychographic profiles of a range of distinct types of radio listeners (with special attention to each groups attitudes toward and responses to both public radio specifically and fundraising in general) research was able to transcend the traditional dichotomy of passive non-affiliated listener and active self-identified member in favor of a broader more complex range of listener/supporter types. Findings from the research enabled programming and fundraising developers for the public radio station to develop new strategies for increasing listener identification and financial support without alienating the identification and support of the stations existing core audiences.
The question of the sales performance achieved through radio campaigns - not so much in tactical as in strategic terms - was foremost in the authors mind in developing an econometric model of turnover activities. The model developed was designed not only to take into account media expenditure but also to include other important parameters relevant to turnover such as pricing and distribution. Data concerning specific brands of yoghurt are used as an example to test this model and its data is studied in detail.
The following paper presents the results from the work that Carat Media & Research Norway has done on awareness tracking studies on radio. This research shows that radio may be an excellent tool in the media mix but also that the creative works done on radio are in many cases not good enough. Radio is a medium where it is even harder to get your message through than TV and one should emphasize this fact when considering radio in the media plan.
This paper assesses the potential of the radiometer in offering the radio (and television) industry a major breakthrough for the measurement of their audiences. Each of the systems under development is a quasi-passive device. It will be essential for the developers of these proprietary systems to establish whether people will wear their devices throughout the day: from first thing in the morning to last thing at night. The validity of a radiometer audience measurement currency will be dependent on the highest standards of respondent compliance being achieved throughout the day. The prospective customer will need to be convinced of this.
The next millennium will dawn with the Saudi young people at the helm of affairs of this large and powerful Islamic nation. Today the young people comprise 62% of the Saudi population which is growing rapidly at 3% per annum. With the onset of Satellite television and now (marginally) the Internet the media scene in Saudi Arabia has changed in the past ten years. In the strictly controlled atmosphere of the Kingdom Satellite television an electronic media where the state has less control has become immensely popular. This popularity of satellite TV as well as the increasing use of new media such as the Internet reveals that Saudi young people are hungry for information and entertainment from around the world. These electronic media including radio constitute their window to the world. This paper examines the roles of different media vehicles in shaping the Saudi Generation of tomorrow. It presents excerpts from the Youth world Study in Saudi Arabia and identifies media usage habits and attitudes beliefs and lifestyles of different segments of the Saudi young people.
Since 1992 Arbitron has been developing and testing a personal portable meter (PPM) system capable of detecting exposure to any audio medium both in-home and out-of-home. With this system an inaudible identification code is embedded into the audio signal of radio television cable and other media outlets. These codes are then detected by pager- sized personal meters worn by respondents. The 1998 pilot in the United Kingdom was the first fully functional test of the entire PPM system. Fourteen radio and television stations encoded their signals and we recruited fifty respondents to wear the personal meters for the nine-week test period. Results showed that the encoding and decoding systems functioned as planned and respondent cooperation levels were high. All encoded stations were detected by the meters and respondents wore or carried the meters for a median fourteen hours per day. Given these positive findings we are proceeding with a larger scale PPM test panel in the United Kingdom starting in June 1999.
Historically the radio ratings in the United States have described audiences by age and sex. In the fall of 1998 Arbitron began collecting information on household income education and presence of children from all respondents. This socioeconomic information is now available to supplement the basic age and sex information. This paper is a preliminary examination of the socioeconomic profiles of the most popular radio formats in the United States using the data from the top twenty-five American markets from the fall 1998 survey. The paper examines format audience characteristics both generally and at the individual market level.
This paper describes the testing and implementation of the new RAJAR audience research contract in the United Kingdom.
This paper considers the use of radio in multimedia homes. These are defined as homes that have access to additional television channels via cable or satellite and those that have access to the Internet. Data on quality of viewing/listening derived from the Quest audience appreciation panel is compared for different types of household. The analysis of appreciation data is supplemented by analyses of other audience measurement data from the United Kingdom and ad hoc questions asked of panel members. The conclusion is that those who have access to the Internet are quite different from those who have subscribed to additional television channels in terms of the ways in which they use radio. In general use and appreciation of radio services is less likely to be influenced by the growth of the Internet than is the case for television.
This paper illustrates the importance of effective radio advertising research and the dangers associated with using inappropriate research methods.. An effective research method is described using case histories to s how how this has successfully demonstrated the impact of a range of past radio campaigns. We also look at ways in which the method can explain where disappointing campaigns went wrong and suggest commercial pre-testing to highlight potential problems before campaigns go on air.
This paper concerns a new approach to both radio audience behavior amt its measurement in Finland. Finland has earned a recent reputation as a front-runner of new communication technology yet radio listening in Finland is high (in terms of time spent listening per day) compared to other European countries. The average Finnish household has today 1.5 mobile phones 2.3 persons and 3.4 radio receivers. Radio listening today is more mobile and at the same time more individual than ever. Our hypothesis is that mobile lifestyle correlates with mobile listening patterns because radio listening is contextual and closely related to the everyday life of the listener. All this might have* an impact on important research issues especially in regards to recruiting the sample and measuring mobile listening.