Abstract:

In this paper a new method of data analysis is presented for gaining insight into the degree of dedication among radio listeners to the various radio stations in the Netherlands. Radio data collected in the Continuous Radio Audience Survey 1 during the months November/December 1994 are analyzed here on the basis of the dedication indicators: Loyalty, Influx of new listeners and Inheritance. The paper is divided into three parts. The first part describes the new method of analysis and the dedication figures. The second part discusses the results obtained from the analysis and presents conclusions on the extent of the radio audience’s dedication to the various radio stations in the Netherlands. In the last part of this article statements and suggestions are made with regard to the utility of this new method.