A study on listener profile of radio stations and its implications for advertisers

Abstract

In this thesis, profile of the listeners of different radio channels (TRT-l, TRT-2, TRT-3), will be studied. The socio-economic characteristics will be the major fattors in differentiating the listener groups. It is hypothesized that there are some major differences among different groups of audiences and these differences can be used in media selection analysis for commercials. In media planning, it is necessary to differentiati the characteristics of different target groups so as to assign appropriate advertising programs that will fit the need and the wants of these groups. This study is designed to analyse the socio-economic characteristics of the listener groups, frequency of radio listening, the most frequently listened hours for each radio station, the most preferred stations and programs. It is found that TRT-l is the most listened channels among others and morning hours in TRT-l are preferred more than afternoon hours. 15-25 age group is listening to the TRT-3 more. The study includes the literature review and the field study which is conducted through a questionnaire. The interpretation of the computer data analysis is done and the implications are presented for marketers, advertisers and acedemicians.