--- Rich Wood <[EMAIL PROTECTED]> wrote:
> > Friends who specialize in ratings analysis dispute the importance of > in-car drive time listening. In most markets, even New York, the > commute is relatively short, probably 30-40 minutes at the most. > That's two, may three, average quarter hours in the car. I believe > morning drive is important because it's when listeners tune in to > make sure the world is still in one piece. In home and in office > listening is long term. In homes where TV morning shows aren't a > factor you can include the period between the clock radio going on > and the length of the drive to work. Numbers are most likely better > in morning drive because that's where stations run what they consider > > their best programming. The Arbitron PeopleMeter, I believe, will > show this to be true. > *** The amount of drive time stated above is substantially below what I've seen in several studies on major markets by AAA and others in the transportation area. While not everyone who commutes by car is listening to radio, many are, whether satellite or terrestrial. My point being that the credibility of the listening numbers is potentially dependent on the credibility of the commuting time numbers in this case. While in-home and in-office listening is longer term, it is also less attentive listening - background noise in many cases, and therefore ought to be of less value to advertisers. Russ Edmunds Blue Bell, PA ( 360' ASL ) [15 mi NNW of Philadelphia] 40:08:45N; 75:16:04W, Grid FN20ID <[EMAIL PROTECTED]> FM: Yamaha T-80 & Onkyo T-450RDS w/ APS9B @15' AM: Hammarlund HQ-150 & 4' FET air core loop __________________________________________________ Do You Yahoo!? Tired of spam? Yahoo! Mail has the best spam protection around http://mail.yahoo.com _______________________________________________ IRCA mailing list [EMAIL PROTECTED] http://arizona.hard-core-dx.com/mailman/listinfo/irca Opinions expressed in messages on this mailing list are those of the original contributors and do not necessarily reflect the opinion of the IRCA, its editors, publishing staff, or officers For more information: http://www.ircaonline.org To Post a message: [EMAIL PROTECTED]
