Os mais jovens toleram menos a publicidade

««The Arbitron Company, in conjunction with Edison Media Research (Arbitron Study, 1999), conducted a large telephone survey of more than 1000 Arbitron diary keepers. Among the stated goals of this "spot load" study was to probe listener perceptions toward radio advertising. (...) This study also concedes that young people (ages 12 to 24) are more likely to switch stations due to commercial avoidance» (McDowell and Dick, 2003: 52); «Furthermore, Abernathy (1 991) did not delve into other plausible motivations for switching stations. Also, the study's sample base was a "demographically homogeneous" group of young student volunteers. Based on the findings of other studies, young people tend to change stations more often than older people.» (53)

«(...)compared to older persons in this study, younger respondents were (a) more likely to switch stations (b) more likely to avoid commercials, and (c) avoid an undesirable song. On the other hand, there was also support for the idea that older people tended to avoid announcers and newscasts» (59)