Radio’s Ad Attraction Factor, Format by Format


By Clark Smidt
Special to RBR+TVBR

Back in the “daze” of Arbitron, the months of April and May were perhaps the most important radio ratings period of the year. Published for all markets, cumulative radio industry rationale held that Top 40 does well in the summer, so one should discount that survey. Further, it was understood that advertisers will buy off the April/May “book” right through the holiday season.

Today, in the top markets, monthly ratings reports have erased that paradigm. And, as we welcome the first day of summer, here’s what Nielsen Audio is telling us about radio’s sell-ability, by format.

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