Attitudes to advertising, sponsorship & 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.
Last updated: 29 May 2013