Switching Radio Stations While Driving: Magnitude, Motivation, and Measurement Issues

Walter S. McDowell · Steven J. Dick

20 citations0/0 files storedJournal of Radio Studies

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Radio, Podcasts, and Digital Media Media, Journalism, and Communication History Media and Digital Communication

Abstract

station, this study looked at what motivates audiences to turn away. Among the findings of a general public survey of more than 350 people were that (a) drivers frequently switch stations during a mere quarter-hour listening span, and (b) avoidance of commercials (or zapping) was by far the most influential motivator. In light of these findings, this article discusses the limitations of conventional Arbitron quarter-hour methodology to measure station switching and explores how the company's experimental electronic Personal People Meter (PPM) can offer a welcome solution to this problem.

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References

1998The basics of social research 1998Interactive Functions and Their Impacts on the Appeal of Internet Presence Sites 2001Zapping Behavior during Commercial Breaks 1997Clutter and Serial Order Redefined and Retested 1993Zapping and Its Impact on Brand Purchase Behavior 1991Differences between Advertising and Program Exposure for Car Radio Listening

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