Abstract:

Taylor Nelson Sofres has an in-house tool, the 'Conversion Model', which allows prediction of the evolution of radio audience in the case of future competition. Applied in Belgium to the Dutch radio market for the benefit of the 'VRT' group, the model allowed estimation of the future loss of market share to be sustained by the group. The significance of the model lies not only in the fact that it constitutes an extremely efficient predictor of the future behaviour of the audience, but also in the fact that it allows description of the marketing means to be implemented in order to retain the most vulnerable audience.