Just about every adult in Tampa Bay spent, on average, 15 hours last week listening to the radio. As a matter of fact, more people tuned-in to their favorite Tampa radio station than watched TV; read a newspaper, or logged-on to Pandora and Spotify.
"Sure," a St. Petersburg small business owner says. "People are still tuning-in to local radio stations, but do they switch stations when my commercial comes on?"
Not to worry. Unlike TV, which makes avoiding commercials a breeze, there is no ad-skipping technology for radio. As a result, a study by Nielsen reveals that 93% of radio listeners stick around for the ads.
This raises the question: Consumers are not button-pushing during radio commercials, but are they paying attention to the content of the advertising? Research says YES.