Listener attitudes to advertising, sponsorship and influence on commercial radio

This research with commercial radio listeners explores the ability of listeners to recognise and distinguish advertising from other program content. It includes perceptions of commercial influence in news and current affairs (including talkback) programming, attitudes to various advertising and sponsorship practices, listener concerns about advertising practices, and the effectiveness of informing listeners about commercial relationships with advertisers and sponsors. Findings are from an online survey of 1214 commercial radio listeners aged 17 years and over and was undertaken in August 2009. Audio examples were used to gauge how clearly listeners identify certain radio material as advertising.