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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|