In this perceptual study presented at the RAB convention in 2000, 131 of the most important local radio advertisers in 13 markets express their delights and anxieties with radio as an advertising medium. While radio gets an above average report card in this study, the marketers point out several areas in which the radio business could better serve them. Arbitron makes several recommendations to help radio down this path.
Download Radio's Biggest Local Spenders Speak Up! Study (PDF)