Access is one of the most important issues for the channels to get a higher share of the advertising cake. Reach measurements, which have been going on for years, were first measured by the number of letters that radio programmers received from their fans. Today, much more modern methods are used. Access studies conducted by the world’s leading research company Nielsen reveal the effectiveness of radio as a medium.
广告商经常强调，行业增长的关键在于透明度和信任度。透明度是衡量的自然结果，也有助于获得最有效的投资回报，增加媒体在广告蛋糕中的份额，促进整个行业的发展。
土耳其每周有 3700 万人收听广播
尼尔森土耳其公司总经理 Didem Şekerel Erdoğan 强调说，广告商最重要的目标之一是通过使用拥有 60% 访问量的广播渠道，以准确、可靠和负责任的数据支持决策过程。
广播将成为品牌机遇的媒介
Olcay Akay, General Manager of RIAK, stated that they attach great importance to the reliability of the results in radio access in order to guide the advertisers in the right way, and said, “The Measurement Regulation prepared by RTÜK is the basis of the measurement in our country. More than 40% of all recorded interviews are listened to by Nielsen Research Company within the scope of internal audits, while Istanbul University Independent Academic Audit Team also conducts monthly panel audits and randomly selected interviews. In addition to these, independent process audits are carried out by process audit companies for the year completed each year. All these inspections are checked by RTÜK and panel – VTA compliance is ensured. All of these processes demonstrate the reliability of the results.” said. Akay stated that with this feature of the radio, it has become attractive for brands as it is a medium where they can follow recycling. He also underlined that radio is a channel of opportunities for brands due to its high access values and interaction it creates.
每 10 人中有 6 人收听广播
尼尔森土耳其公司总经理迪德姆-塞克尔-埃尔多安（Didem Şekerel Erdoğan）说，所获得的数据显示，每 10 个人中就有 6 个人收听广播，"52.9%的女性和 62.6%的男性每天收听广播。他说："我国平均每天收听广播的时间为 3 小时 10 分钟。
广播收听率高于 50
在介绍收听率时，谢克尔-埃尔多安说："各个年龄段和社会经济地位的收听率都超过了 50%。在 25-44 岁年龄组中，这一比例超过了 60%。随着社会经济地位的提高，收听率也在提高。欧盟群体目标受众白天收听广播的平均比率为 67%。
听众在周末也不会放弃收听广播。
Şekerel Erdoğan 说，听众继续在周末收听广播，他说："与众所周知的情况相反，周末的广播收听率与工作日的广播收听率处于同一水平。然而，只有 20% 的广播广告投资覆盖周末，预计这一数字将上升到 28%。
即使在交通时间以外，无线电接入率也很高
Şekerel Erdoğan 说："研究结果表明，与人们普遍认为的相反，即使在人们不堵车的时候，无线电接入率也很高。虽然从 9:00 到 17:00 有 750 多万人在收听广播，但在某些时间段，收听率能达到 900 万。
每两个人中就有一个人在车里听收音机
Didem Şekerel Erdoğan 表示，根据研究结果，每两个人中就有一个人在车内收听广播，他说："我们看到，收听广播的人是最接近购买的群体，因为在车内收听广播的消费者有机会在旅途中停靠最近的购物点，满足自己的需求。因此，我们认为品牌应在其传播战略中抓住这一时机。此外，这也适用于所有年龄段的人群。另一方面，年轻人比其他年龄段的人更愿意在线收听广播。45 岁以上的听众一般使用古典广播，"他说。
尼尔森媒体客户服务和市场总监穆罕默德-法泽尔-坎耶尔马兹（Mehmet Fazıl Kanyılmaz）指出，随着自动驾驶汽车（也称自动驾驶汽车）的发展，科技公司纷纷投资，以评估人们独处的这一时刻，并利用这一时间做广告，但多年来，广播一直是在这一时刻能够接触到人们的最重要渠道。
关于尼尔森
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that offers a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising customers with Total Audience metrics from all devices where content – video, audio and text – is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global perspective on retail performance measurement. By integrating knowledge from the Nielsen Watch and Buy segments and other data sources, it provides its customers with both world-class metrics and analytics to improve their performance. Nielsen, an S&P 500 company, operates in more than 100 countries, covering 90% of the world’s population. Visit www.nielsen.com for more information.
