ABSTRACT Radio remains popular, delivering an audience reach of over 90 percent, but radio ratings may overestimate real advertising exposure. Little is known about audience and media factors affecting radio-advertising avoidance. Many advertisers have believed as much as one-third of the audience switch stations during radio-advertising breaks. In the current study, the authors combined Canadian portable people-meter data ratings to measure loss of audience during advertising. They discovered a new benchmark of 3 percent (across conditions) for mechanical (or actual physical) avoidance of radio advertising, such as switching stations or turning off the radio. This rate is about one-tenth of current estimates, but was higher for music versus talk stations, out-of-home versus in-home listening, and early versus late dayparts.

中文翻译：

---

机械避免无线电广告的新基准

摘要广播电台仍然很受欢迎，可以吸引90％以上的受众，但是广播电台的收视率可能会高估实际的广告曝光率。对于影响无线电广告规避的受众和媒体因素知之甚少。许多广告商在广播广告休息期间相信多达三分之一的观众切换台。在当前的研究中，作者结合了加拿大便携式人员仪表数据评级来衡量广告期间的观众流失。他们发现在机械（或实际物理）无线电广告避免方面（例如切换电台或关闭无线电）的新基准是3％（在各种条件下）。这个比率大约是当前估计值的十分之一，但在音乐与谈话台之间，在户外与在室内聆听之间以及在早与晚之间，这一比率更高。