KRTH benchmark, #2

[Big 121]

In the first KRTH post, I said, "research shows there is quite a bit of tune-out, as spots progress". Eduardo said, "No, it does not".
Well, Eduardo,especially in the car where instant change is possible, the young and the old won't stand for dreadfully long "stopsets" such as KRTH's. If their CLIENTS saw the PPM drop-off rate as the spots continued, they wouldn't be buying. No chance of that happening!
Get it from the source itself.All of the following is interesting; but see secs. 12,13,16+17.
Open-minded people will understand. The others can "tune out".
http://www.arbitron.com/downloads/spotloadstudy2005.pdf

Big 121

 

[Oatman]

In the first KRTH post, I said, "research shows there is quite a bit of tune-out, as spots progress". Eduardo said, "No, it does not".
Well, Eduardo,especially in the car where instant change is possible, the young and the old won't stand for dreadfully long "stopsets" such as KRTH's. If their CLIENTS saw the PPM drop-off rate as the spots continued, they wouldn't be buying. No chance of that happening!
Get it from the source itself.All of the following is interesting; but see secs. 12,13,16+17.
Open-minded people will understand. The others can "tune out".
http://www.arbitron.com/downloads/spotloadstudy2005.pdf

Not that Eduardo needs any help from anyone, but the study you cite here only measures self-reported intention (pre-PPM). That tends to be a bit dangerous with radio where you often have studies where people say they want stations that play more variety, new music, etc., but when anybody tries to program something like that, the ratings go in the toilet. Try this link for a study that used PPM to measure actual behavior during spot breaks: http://www.arbitron.com/downloads/ppm_spot_study.pdf (Among the findings: "On Average, Radio Holds Onto More Than 92% of Its Lead-In Audience During Commercial Breaks").

 

[davideduardo]

In the first KRTH post, I said, "research shows there is quite a bit of tune-out, as spots progress". Eduardo said, "No, it does not".
Well, Eduardo,especially in the car where instant change is possible, the young and the old won't stand for dreadfully long "stopsets" such as KRTH's. If their CLIENTS saw the PPM drop-off rate as the spots continued, they wouldn't be buying. No chance of that happening!
Get it from the source itself.All of the following is interesting; but see secs. 12,13,16+17.
Open-minded people will understand. The others can "tune out".
http://www.arbitron.com/downloads/spotloadstudy2005.pdf

That study was done before there was PPM data (no real time tracking was done in the two test markets of Philly and Houston) so it represents an effort by Arbitron to give data on stopsets based on predictive behaviour, not measured behaviour. The diary was not precise enough to determine how listeners reacted to stopset times and placements, so all this data is based on, as Mr. Oatman says, what listeners say they will do.

If listeners did what they say they would do, NPR would have a 30 share across the country.

The study mentioned in the previous post, which has Jon Coleman's stamp on it, shows that stopsets are far les destructive. The minimal loss is quickly made up once the stopset ends, and most attrition is at the start of the set, not as it goes on.

 

[SuperRadioFan]

I realize I am a huge exception to the "rule" of tune-out during a commercial stop set, but here is my behavior in situations like those being discussed. I listen rarely to music on local radio in my car. I rarely listen to any radio at home. I do listen to music streamed (from various sources) on my computer. In the car, what live/local radio I do listen to is talk or Angels games. Talk shows are SO predictable when they go into a commercial break, I rarely miss any program content while I avoid listening to the commercials. I intuitively know when to tune back in. Of course, many breaks coincide with other competing talk stations, so in those cases I punch the "CD" button and listen to music for the 3-5 minutes of the break. As to music on the radio, if I am listening to a CD burned from recording an over the air, out of market, station which does play commercials, I make great use of the fast forward feature of my CD changer in the car. Good thing for advertisers that few do as I do I guess.