Jacobs, Goldstein Clarify Coleman Commercial Study
October 13, 2006 at 7:26 AM (PT)
The COLEMAN/ARBITRON study, "What Happens When The Spots Come On," created quite a buzz when it was presented at this year's NAB convention in DALLAS. JACOBS MEDIA's FRED JACOBS and SAGA EVP STEVE GOLDSTEIN have released a Q&A aimed at clarifying the study's meaning and implications.
Some key points:
- While most listeners may stay with your station through spot breaks, the study in no way says that people like commercials or will tolerate more.
- The study does not differentiate between in-home, at-work, or in-car listening. If the study were merely analyzing in-car listening, the results would most certainly show a dramatic increase in button-pushing.
- The study does not isolate heavy listeners, format listening, or any of the other variables necessary to draw hard and fast conclusions.
Read the entire Q&A by clicking here.