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Article: Radio research in transition.(radio audience research )
- Article from:
- International Journal of Market Research
- Article date:
- December 22, 2000
- Author:
CopyrightCOPYRIGHT 2000 World Advertising Research Center Ltd. 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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The radio market in the UK is booming with the growth of new stations in both the commercial and public sectors and the growing importance of radio as an advertising medium. This paper reviews how radio audience research has been developed and refined, particularly since the inception of commercial radio, to allow for greater accountability in this dynamic marketplace. The final section of the paper looks to the future and discusses potential methods of dealing with the continued growth in the number of radio stations available and the new methods of delivery such as digital broadcasting and the internet. Although reference is made to methodologies used in other ...