Underestimated Radio in the Latvian Market

Jelena Šalkovska (), Anda Batraga () and Ilgvars Rukers
Additional contact information
Jelena Šalkovska: University of Latvia
Anda Batraga: University of Latvia
Ilgvars Rukers: University of Latvia

A chapter in Eurasian Business Perspectives, 2020, pp 245-258 from Springer

Abstract: Abstract The purpose of this research is to reveal why, after introducing a new research methodology of radio ratings, the audience for a lot of stations has even doubled and the number of total radio listeners in Latvia has significantly increased. To conduct the research, regular listeners’ research empirical data were compared and analyzed, as well as a number of major industry experts were questioned. The research results indicate the reasons why “Day-After-Recall” radio research method provides much better results for radio as media than previous “Diary” method. These findings may and probably will fundamentally affect advertisers’ media strategy decisions in the Latvian market. With much more precise and objective radio rating research tools, it is proven that radio as media has been undervalued for years. This misperception of radio potential has been based on wrong assumptions that radio is not able to generate enough audience in order to sustain its important role in reaching general audience nowadays.

Keywords: Radio; Rating research methods; Media strategy; Brand (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-030-52294-0_16

Ordering information: This item can be ordered from
http://www.springer.com/9783030522940

DOI: 10.1007/978-3-030-52294-0_16

Access Statistics for this chapter

More chapters in Eurasian Studies in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().