The ad blocking behavior includes radio.
Mark Ramsey says people tune out radio ads all the time. They physically block the ads when they tune to another station.
Digital audio faces the same problem. “The yogurt shop downstairs from my office plays Pandora all day long with never a commercial to be heard,” according to the program consultant. “Are they paying for Pandora One? Nope. They’re just using an ad blocker.”
He quotes advice from Seth Grodin to station executives that making products designed for your customers is “far more efficient” than finding customers and “Media properties that celebrate their ads (like Vogue) will continue to thrive, because the best advertising is the advertising we would miss if it was gone.”
Ramsey says ask yourself what advertising your fans would miss if it was gone and why don’t you have more of it?
