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Article: Overlooking a few good men? (Interep Research's study on radio advertisers)(Brief Article)
- Article from:
- Broadcasting & Cable
- Article date:
- April 6, 1998
- Author:
CopyrightCOPYRIGHT 1998 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Interep study finds males have growing influence in purchases
Radio advertisers may be bypassing many of the 130 million U.S. adult males by not targeting men for products and services typically associated with women. In a comprehensive study, Interep Research offers ample evidence that men have much in common with women listeners, despite lingering stereotypes.
"Changing household roles and consumer behavior open up [this] demo to a new range of advertisers," the study finds. Nearly 50% of all men consider themselves the "principal shopper" of the household. Also, 60% of men say they are the primary decision-maker in selecting brands of cold cereal, snack ...