Causing all to utter a collective “no shit,” an Edison Media Research study done for Clear Channel found 47 percent of people would listen to a lot more radio if there were fewer ads. Gee, that’s stunning. But, we all know most people won’t simply take Clear Channel’s word that their “less is more” approach to radio ad sales is working. So, money has to be paid to a company to confirm the obvious. Perhaps more insightful and beneficial to radio is the study’s finding that very few (73 percent “rarely” or “never”) change the station when a commercial airs. The figure for TV is dramatically different with 19 percent claiming they “rarely” or “never” change station when a commercial airs.
