Spot Load

From the always interesting Ross On Radio column, covering radio topics from the commercial side of the dial:
"How do radio listeners react to the number and placement of radio commercials they hear, and how does this vary by format, demographic, and listening location? How can stations structure pods to minimize listener fatigue? Those are just a few of the questions answered in Edison Media Research and Arbitron's new study: 'Spot Load Study 2005: Managing Radio Commercial Inventories for Advertisers and Listeners.' "

A few of the findings...

*Overwhelmingly, Americans say television (71%) has more commercials than radio (22%).
*The majority of listeners say they "never" change stations when commercials come on. However, 38% find that commercials become so "annoying" or "intrusive" that they sometimes turn off the radio.
*Younger listeners are more irritated by the number of commercials while older listeners are bothered more by "annoying" ads.
*Most say they would listen more to radio stations with noticeably fewer or shorter breaks.
*Most respondents agree with the statement "All radio stations basically play the same amount of commercials; they just use different gimmicks to make you think they play fewer commercials."
*Only 12% of listeners say they are listening less to radio due to a perceived increase in commercials, compared with 19% in 1999. 
*When commercials come on. people are more likely to change channels while watching TV than     change stations while listening to radio.

Comments

[Rob S.]

No way man. Radio definately has more commercials. No?

Who are these people that haven't programmed the preset stations in their car? Problem is is that the different stations tend to play commercials at the same time.

But then again, I listen to mostly NPR and WFMU so what do I know from commercials?