Measuring children's media consumption effectively

Date of publication: June 21, 2005


Radiocontrol has been the official measuring system used to measure the radio listening habits of people in Switzerland aged 15 years and over since 1 January 2001. Information on children's radio consumption, however, still has to be obtained by asking their parents. The paper describes a pilot project initiated to find out whether it would make sense to use Radiocontrol to measure the radio consumption of younger listeners as well. The results show that children aged between 7 and 14 years have a stronger preference for commercial radio stations than do adults. Adults and children use radio in a similar pattern throughout the day, although the latter do so at a lower level. The paper focuses on the necessity and methodology of the Webmeter model and first learnings. It also discusses the consequences of the new STIR currency for advertising sales from the advertisers' viewpoint. Finally, some key findings are reported.

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