Radio evolution - ICS - Universidade do Minho

Description and analysis of advertising used in Argentinean radio prime timeFigure 7. Amount of live reads per hour and program605850403630 32 1630201716 18 2191011121001Hola ChicheAM 790El Oro y el MoroAM 71046Cuál esFM 95.937Terapia DesparejaFM 103.5Figure 7: Amount of live reads per hour and programHola Chiche does not program adds on the first hour and El Oro y el Moro double them on theintermediate hours (10 to 11 and 11 to 12). In contrast, FM shows more balance in brand mentions distributionper hour. Terapia Depareja increases the amount of brand mentions in a progressive way, especially after 10 am,with a maximum difference of three brand mentions from one hour to another. Again, these results confirm FM asmore organized. AM, however, tends to be more chaotic and improvised, especially because of the importance ofcurrent information on its style.Accumulating more advertising pieces does not mean more advertising timeThe amount of advertising segments of each program does not necessarily match with the amount ofadvertising time, as we can see in Figure 8.Figure 8. Total time of advertisement segments (in minutes)402,01339,13Hola Chiche AM 790El Oro y el Moro AM 710Cuál es FM 95.9Terapia Despareja FM 103.5272,62310,35Figure 8: Total time of advertisements segments (in minutes)ECREA: ‘Radio Evolution: technology, content, audiences – conference 2011 | 317