A new benchmark for mechanical avoidance of radio advertising: Why radio advertising is a sound investment

Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, and Johan Bruwer

Radio remains popular, delivering an audience reach of over 90 percent, but radio ratings may overestimate real advertising exposure.
Michelon, Bellman, Faulkner, Cohen, and Bruwer

MANAGEMENT SLANT

  • Overall, radio has a low level of mechanical advertising avoidance.
  • There is little variation in mechanical avoidance of radio advertising across media factors.
    • Music stations have slightly higher rates of radio-advertising avoidance than talk stations.
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