Marketing and all things related

Like most young adults, our son is the master of the television remote. He can watch six to eight television programs simultaneously by channel hopping during the commercials. The moment a commercial hits, he’s off to another program. But we just learned from Arbitron Media Monitors that switching channels to miss commercials is far less common for radio listeners. According to the Arbitron report, radio commercials retain 92% of listeners after the break. The study examined 93,876 commercial breaks in Houston comparing the audience level with the new people meter before and after commercial breaks. As you might expect, retention differs for stations running regular one minute breaks versus those stations with uninterrupted music followed by the longer six-minute advertising “pods” format. Retention drops to 87.7% for those stations with the longer music mix. Younger listeners were more likely to change channels during commercial breaks than older listeners. The results were announced at the National Association of Broadcasters meeting in Dallas. If you haven’t already tuned out this post, you can read more from Brandweek.