Radio research in transition

The radio market in the UK is booming with the growth of new stations in bo th the commercial and public sectors and the growing importance of radio as an advertising medium. This paper reviews how radio audience research has been developed and refined, particularly since the inception of commercial radio, to allow for greater accountability in this dynamic marketplace. The final section of the paper looks to the future and discusses potential met hods of dealing with the continued growth ill the number of radio stations available and the new methods of delivery such as digital broadcasting and the internet. Although reference is made to methodologies used in other cou ntries, the paper concentrates on the UK market, where development work has been ongoing over the past 30 years.