Abstract:

This paper goes beyond the traditional radio audience surveys in that it proposes a methodology that allows both a quantitative and qualitative analysis of radio audience. This approach builds on the "Media Time" surveys that we have conducted since 1993. We analyse radio listening consumption by integrating five factors: - parallel activities, - places of listening, - time of listening, - lenght of time, - quantity of advertising received while listening. As additional information, each individual's exposure to other media is also given - print, television, outdoor advertising. The newness and value of our approach is manifold: - classic radio surveys generally only cover lenght and time of listening, - multi-media complementarity, i.e. the study of exposure to additiormal media, is usually limited to television. To illustrate our qualitative approach to radio audiences, the report will be divided into five parts: - a brief theoretical note on TMPR's "Media-Time" approach, - an overview on the reality of radio listening, - a look at the diversity of listenership behaviour for various radio-station types, - how different target audiences listen to radio, - examples of multi-media complementarity