Should Breakfast Radio Be Short Spots Or Longer Features

Some interesting thoughts via Media.Info on breakfast radio and why common perceptions and styles don’t match up to the data:

New data analysis based on millions of listener movements from the official Scandinavian PPM ratings systems show that this long-standing model has too rigid a focal point. Only half of listeners on Scandinavian airwaves leave their homes during the breakfast show and during the 6 AM to 9 AM period the in-home listeners heavily outnumber listeners on the go.