Participative Marketing for Local Radio
Chapter 3: Research findings

This chapter presents some research data about radio audiences: 34 findings that seem to apply in a wide range of different countries and radio markets. Though these generalizations may not be true everywhere, all the time, each of them is worth considering: it probably applies to your own situation.

If you have no audience research data, these findings may serve as a temporary substitute, or as questions which you can verify in future research.

Each statement concludes with some implications for marketing. I've divided them into four groups: Radio in general, time use on radio, findings about stations, and findings about programs.

In this chapter...

3.1 Findings about radio in general

3.2 Findings about time use on radio

3.3 Findings about stations

3.4 Findings about programs