ABSTRACT
In many ways, radio operates much like television, although there are some differences. Network programming is less prevalent in radio. There are greater numbers of independent stations in radio than is the case with television. Radio networks are similar to TV networks in that stations affiliate with a content provider. Most radio advertising occurs on local stations, it is known as spot radio. To listen to satellite radio, consumers need a special satellite receiver, several automobile manufacturers offer such a receiver in new vehicle. Radio ratings are generated by a company called Arbitron, which collects data by selecting random samples of populations throughout the United States and providing respondents with a paper diary to record their listening habits over a designated period. Unlike television, which sells specific programs, radio stations sell dayparts. Today, many media planners wonder if radio as an advertising medium will survive given other more affordable and interactive options.
