71% of all grocery shopping trips are preceded by radio listening

Research objective VAR + GfK Panel Belgium

  • Media behavior of shoppers prior to the shopping trip. Focus is on FMCG purchases in the supermarket channel
  • The position of listening to the radio compared to other media activities (such as watching television, surfing the internet, reading a newspaper and reading a magazine)
  • Proportion of the PRP (Person Responsible for Purchases) who has done that media activity in the 2 hours preceding the visit to the supermarket

MEDIA CONSUMPTION PRIOR TO SHOPPING: May 2013