That’s the logical conclusion one could draw based on a new PPM Spot Study (pdf) by Arbitron which concludes that radio audience levels remain extremely high (from 87.7-99.6 %) during commercial breaks ranging from 1 to 6 minutes in length.
Of course, this defies conventional wisdom.
It defies nearly ALL of the first hand listener reports I’ve witnessed – it defies the actions of others I’ve witnessed – it certainly defies my own actions. In short – it counters everything I know to be true from both my own observations of others and myself using radio – AND from people giving an acocunt of their own behavior when using radio.
What’s actually happening according to this study – at least with 2100 people in Houston in Nov-Dec 05 – is that nearly everyone (at least 87.7%) is sitting through radio commercial breaks.
This isn’t just “a little” off from conventional wisdom – it’s WAY off.
Is that cause for concern?
via mark ramsey