Do radio stations in New Zealand target successfully?

Segmentation and targeting are cited as being a core part of marketing strategy for any organisation. This paper examines whether radio stations in New Zealand have been successful in targeting their listeners by considering the listening profiles of radio stations using a radio diary over a four week period with a sample of 1129. Results are consistent with earlier studies in consumer markets that suggest user profiles of competing brands do not differ greatly.

► Radio stations did not achieve their target markets in practice.
► Very few segments were identified.
► The suggest it may be difficult to target consumers using radio media.