SCBA White Paper Reports

Consumer Response and Listening Satisfaction of Broadcast Radio vs. Pandora Internet Music Service
The effective commercial environment and growth in total Broadcast Radio listenership in Southern California continues to be the workhorse for most media planning and client advertising. However, the marketing flash and aggressive press coverage provided to the Pandora Internet music service has given the pureplay the critical hype and awareness that all start-ups desperately need to become relevant to its core audience and advertisers.

Consumer Response to Broadcast Radio Commercials vs. Digital and Social Media
We understand the pressure advertisers, account teams, brand managers, planning groups, and other interested parties are under to find the next “new thing” that will extend their brand, build a loyal following, and win market share. In the collective rush to “go digital”, advertisers may be neglecting the principle reason they are advertising in the first place; to have their message be heard, noticed, and influence purchase or at the very least, consideration.

Traditional Appointment Television's Technology and Viewership Crisis
The SCBA White Paper Research Report reveals the steady decline over the past six year period for Southern California TV viewership among all local, general market TV newscasts as well as the critical early fringe time slot leading into TV’s prime time programming. The report’s findings further highlight the 39% growth increase in DVR usage and ownership of LA DMA households over the same six year period. DVR usage/ownership is now at 49% of all Los Angeles DMA households. Radio remains the only real time medium with no tape delay or commercial skipping.

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Southern California Broadcasters Association White Paper Report

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