The Hidden Radio Audience in Spain: Study on Children's Relationship with the Radio

The arbitration imposed in the audience measurement systems used in Spain excludes a major swath of the population as soon as it segments the potential radio audience starting at the age of 14. Thus, the child-listener is ignored by both programming and advertising strategies. However, is this margi...

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Bibliographic Details
Published in:Journal of radio & audio media 2011-10, Vol.18 (2), p.212-230
Main Authors: Balsebre, Armand, Perona, Juan José, Fajula, Anna, Barbeito, Mariluz
Format: Article
Language:English
Subjects:
Advertising
Age
Arbitration
Children
Programming
Radio
Segments
Strategy
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Summary:The arbitration imposed in the audience measurement systems used in Spain excludes a major swath of the population as soon as it segments the potential radio audience starting at the age of 14. Thus, the child-listener is ignored by both programming and advertising strategies. However, is this marginalisation fair? The purpose of this article is to answer this and other questions and to demonstrate to what extent the existence of the child-listener is a sufficient condition to seek mechanisms that include children in radio audience measurement systems.
ISSN:1937-6529
1937-6537
DOI:10.1080/19376529.2011.615778