Everything You Know Is Wrong

A new, more accurate, way to measure radio listening shows prime time for radio listening is really in the afternoon... Proving the industry's 50+ year conventional wisdom of deploying concentrated personnel & promotion in "peak" morning hours is far more conventional than wise.

With data compiled by Arbitron's electronic measurement system in 10 large metropolitan areas over six months, we continue to learn more about the dynamics of actual listening (rather than recalled listening in diaries). A new study by Research Director Inc. demonstrates that radio’s hour‐by‐hour listening levels are consistently strong throughout the day.