93% of consumers stick around when the music stops and listen to radio commercials. Surprised? So were media buying professionals and station owners who believed only about 70% of listeners stuck with stations through commercial breaks.
In-Depth Study By Major Research Companies
To determine who listened to radio commercials three research companies, Arbitron, Coleman Research, and Media Monitors, studied 18 million commercial breaks comprising 62 million-minutes of commercials over a 12 month period. Here are the highlights of the study:
HIGHLIGHTS OF STUDY
- The average station runs 9 minutes of commercials per hour spread out over 2.6 breaks
- No Button Pushing: 93% of lead-in audiences stayed with the station during the entire commercial break
- 99% of listeners stay tuned during commercial breaks of 3 minutes or fewer
- Even spot breaks of six minutes or longer held 85% of listeners through all the commercials.
- There was little difference between how many younger listeners stayed tune during commercial breaks and the number of older listeners who did
96% OF DVR USERS SKIP THROUGH TV COMMERCIALS
A different study by Arbitron and Edison Research reveals that 45% of all household now have A DVR. The study also shows that 81% of viewers skip the commercials almost every time they come on. Another 9% of viewers say they skip through every time and 6% sometimes skip through the commercials.