Abstract:

Most readily available industry data bases fail to answer the business questions which this paper addresses: How much might consumers spend on future media technologies and services? What qualitative information can differentiate one broadcast source from another - with sufficient utility to influence the buying and selling process? Combining results from Arbitron NewMedia's Pathfinder study with U.S. consumer expenditure data shows the key variables which influence consumers' future media technology investments. Data from the combination of Arbitron radio surveys and the U.S. Census point the way to more effective, powerful media buys for radio.