|
Activity Number:
|
190
|
|
Type:
|
Invited
|
|
Date/Time:
|
Monday, August 3, 2009 : 2:00 PM to 3:50 PM
|
|
Sponsor:
|
Section on Statistics and Marketing
|
| Abstract - #302846 |
|
Title:
|
Aural Choice
|
|
Author(s):
|
Ty Henderson*+
|
|
Companies:
|
The University of Texas at Austin
|
|
Address:
|
1 University Station B6700, Austin, TX, 78712,
|
|
Keywords:
|
radio ; media ; segmentation
|
|
Abstract:
|
This presentation describes radio listening as a two-stage choice decision: first individuals choose when to listen (incidence) and subsequently choose what to listen to (preference). Using broadcast radio exposure data collected using passive behavior monitoring technology (PPM), we examine shifts in radio incidence and preference during structural changes in the radio marketplace (e.g. format changes); connecting individual listener tastes and choices to demographic and lifestyle characteristics.
|
