Revealing a Double Jeopardy Effect in Radio Station Audience Behavior

Walter McDowell and Steven Dick

Journal of Media Economics, 2005, vol. 18, issue 4, 271-284

Abstract: Scores of consumer behavior studies have confirmed what has been called a double jeopardy effect, whereby brands earning small market shares attract fewer customers but also experience less customer loyalty than more popular brands. This two-fold plight of the small brand has also been detected among consumers of media, such as newspapers and television programs. This study hypothesized a similar double jeopardy behavior among radio station audiences. Using ratings-based turnover ratio and exclusive cume as operationalizations for listener loyalty, an analysis of over 1,600 stations revealed that, despite radio's emphasis on niche marketing, a significant double jeopardy effect can still be found. Furthermore, station competition and program format were tested as intervening variables.

Date: 2005
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DOI: 10.1207/s15327736me1804_3

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