The NZ radio sector is, not unreasonably, reminding ad & media professionals of the bleedin’ obvious – that radio has always enjoyed a very low level of ad avoidance compared to other media.
“Skipping, fast-forwarding and ad-blocking are yet to touch radio,” points out the TRB in the latest issue of its e-newsletter. (Scroll down for the link.)
“Advertising on radio is still mostly consumed in real-time so there is no ad-blocking technology to skip this type of ad-content.”
The age-old myth that radio consumers are button-pushers who switch between stations during the ad-breaks was debunked a few years ago after US research found that 92% of listeners do not in fact button-push during the commercials.
Even in the audio-streaming world, ad-blocking is far less impacted than other digital media. The audio ads are often delivered from the same servers as the core audio content and ad blockers are unable to distinguish between the core and ad content in those scenarios.
“Most radio streaming services do not allow skips so the user must listen to the ad if they wish to hear more content. Streaming radio still ensures that an impression is served as well as obtaining accurate measurement of consumer engagement.”
- Read the full story here: http://www.trb.co.nz/news/adblockers-cant-touch-this
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