A two-way check on the sales influence of a specific radio program

Abstract

In 2 markets equated in all respects except that the radio program of a food manufacturer was not broadcast in one, over the counter sales of the brand in question were found to be 88% higher in the radio market than in the non-radio market. The results of pantry inventories indicated that the extent of purchase of the brand was highly related to radio listening habits. (PsycInfo Database Record (c) 2025 APA, all rights reserved)