More Detail From The Edison Research Study


Our Friday story on Edison Research’s latest in-car study caused quite a stir around the industry. What really hit everyone’s hot button was how Pandora quickly flipped the data into a White Paper the company will show advertisers. Radio Ink was denied access to the full Edison study (they told us it was proprietary for clients) so the most specific detail we had was what Pandora pulled from the research to use in its White Paper presentation. But now we see more…

Edison Research President Larry Rosin has posted a new blog which includes much more detail from the study, including a stat that says nearly 1/3 of consumers leave their radio tuned to your station even when the commercials come on.

Here’s what Rosin writes: “We asked those who listen to commercial radio what they do when commercials come on. Things divide pretty much into quarters in terms of what people report that they do when they hear commercials.   The biggest group – 29% say they pretty much stay tuned.   But about 23% report tuning away immediately. There are other groups who say they tune away after a time – and about 70% in general do say that they tune away at some point during commercials.” Rosin says this has clear potential implications for radio advertisers.”

Edison Chart Two

Edison also asked respondents to tell them the main reason they switch a radio station when they do. The most common response was commercials, but there were other reasons as well.

Edison chart three

And Edison asked respondents to wear GoPro camera’s so they could view what consumers do while driving. 3,000 minutes of video was recorded and decoded. Rosin says that in 24% of the cases when content switched to commercials, the commuter switched away within 15 seconds. In the survey, the same percentage self-reported this same behavior. “So it certainly seems that this is probably the case – about one-quarter of commuters tune away from commercials as soon as they come on.”

Read the full Rosin blog HERE


  1. I respect the use of the Vidcam to collect and report data. Good show, Edison! But as Mr. Bob McCurdy pointed out to me anyway in another post here on Radio Ink from the 11th, listeners that do not skip stations may not be “engaged” or listening at all. I say that they could be on the phone. You know, this new and growing encroachment to driver focus on our roadways (and to our spots). This is my scenario, the opposite of the one he presented but it works both ways. Bob’s scenario was that the listener *was* engaged (listening) enough to hit the button to skip spots-but that the impression hits him anyway before he leaves. Also that a song skipper may next land on a stop set thus getting another ad impression–so skipping isn’t necessarily all bad news.


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