I put this in GQ because I’m thinking there might be some studies that have a factual answer.
While watching a TV show or movie on TV one might be motivated to keep the same channel on during a commercial so one doesn’t miss something.
But, with the exception of “talk radio” what would one miss during/after a commercial break on radio? I never, ever, EVER, EVER, FUGGIN EVER, keep a station on the radio during a commercial break, especially while I am driving. I estimate that 99.99999>% of my radio listening is while I am in my car, so I may be making an error in assuming others share the same habits as me. I never listen to radio ads as during them I switch around until I find some music to listen to.
So?
Is there anything to show radio ads are worth the money advertisers pay for them? I can tell you they aren’t making money on me as for the exception of the first 2 seconds I never hear them!!!
Obviously someone thinks the advertising is worth it, or they wouldn’t advertise. You* are* making an error in assuming others share the same habits as you.
People do listen to the radio at home or at work, where they don’t change the station. Also, if you like a particular radio show (e.g., Rush Limbaugh), you will sit through the ads to hear all of it. The same for music stations – if they like a particular mix of music, the listeners will stay through the ads.
I pretty much only listen to the radio in my car, however, I don’t switch around because of commercials. It’s too much bother switching around, and IMHO it’s distracting as well. I try not to unless I am driving on really empty roads and seriously have nothing better to do. The chances of finding something I like better on another station are pretty minimal anyway, and half the time it seems like all the stations have synched their commercials. As a result I tend to just stay on one channel.
I just bought a recliner at Bob’s Discount Furniture so it must work a little (seemingly 60% of the radio ads on my preferred station are for Bob’s Discount Furniture).
Bingo.
Former advertising research person here. I can assure you that this has been researched to death. Yes, some people are chronic channel-flippers (but that’s true on TV, as well). But, most aren’t. Yes, it’s easier (at least for many people) to switch radio stations in the car…but there are many people who listen to the radio all day, at work or at home, where it’s somewhat, if not considerably, harder to constantly switch stations.
Edit: Anecdotally, I do suspect that stations strive to, at least sometimes, go to ads at about the same time. I see this, particularly, at about :50 past the hour; I can switch stations repeatedly, and be unable to find anything but ads.
I hear them often enough that it’s not uncommon for me to have a radio ad jingle stuck in my head all day.
My experience with AM radio is most stations play commercials at the same time - every 30 minutes starting at the top of the hour so there’s no excaping unless you go to FM.
I hear lots of radio advertisements but see very few TV commercials. That’s because I TiVo everything, so I just skip the commercials.
I don’t always change the radio because I’m often doing something else while listening (driving, cooking, getting dressed in the morning), so an ad isn’t as bothersome. And when I’m cooking, I rarely change the channel. For example, if my fingers are covered in raw chicken, I’m not going to stop whatever I’m doing and wash my hands just to change it. I’d rather just finish what I’m doing and wash them once at the end.