They seem to be looking at the Neilson data and concluding that middays are the most listened to because the daypart has the highest TSL per respondent - which makes sense. If you're listening at work, you're listening for longer than you were during your commute to work. But that doesn't make the daypart the most listened to, as it doesn't account for the massive numbers listening for short periods during their commute, but not at the office. For advertisers, AQH or AMA tell the real story of the likelihood of their spots being heard, and that is, for most formats, the drive times.

 

Last edited by RadioAaron (February 27, 2019 9:52 pm)

of course. there's a difference between "tuning" and "active listening". people in cars tend to be more active listeners, whereas in middays, it's background.  not to mention the article only references 25-54.... apparently the only demo that counts.  add old people listening in the morning eating their corn flakes....