More than nine in 10 radio listeners (93%) keep listening during commercial breaks, according to Arbitron, Media Monitors, and Coleman Insights. The shorter the break, the more listeners stay tuned-in, but even during breaks of six minutes or longer, more than eight in 10 keep listening.
Commercial breaks during the 5 a.m. to 9 a.m. morning drive time retain 97% of listeners, more than other dayparts. Men and women are equally likely to keep listening during commercial breaks, but 18-34-year-olds are less likely than those age 65 and older to stay tuned (89% vs. 98%).
People listening to talk radio formats are more likely than those listening to music programs to stay tuned during the commercial breaks: 99% of spoken-word program listeners keep listening during commercials, with no significant variations by age. Among music-program listeners, 88% stay tuned during commercial breaks (85% of 18-34-year-olds, 90% of 35-64-year-olds, and 93% of those 65 and older). Spanish music stations (95%) and urban music stations (93%) have slightly larger audiences than music stations overall during commercial breaks.
Source: “What Happens When the Spots Come On: 2011 Edition,” Arbitron, Media Monitors, and Coleman Insights. Arbitron, Bill Rose, SVP Marketing, 9705 Patuxent Woods Dr., Columbia, MD 21046; 410-312-8000; bill.rose@arbitron.com; www.arbitron.com. Price: Available online at no charge.
Media Monitors, Dwight Douglas, VP Marketing, 445 Hamilton Ave., 7th Fl., White Plains, NY 10601; 914-428-5971; ddouglas@mediamonitors.com; www.mediamonitors.com.
Coleman Insights, Warren Kurtzman, President/COO, PO Box 13829, Research Triangle Park, NC 27709; 919-571-0000; colemaninformation@colemaninsights.com; www.colemaninsights.com
© Copyright 2011, EPM Communications, Inc. May not be reproduced without written consent of publisher.