The Use of Market Research and Radio Consultancy in Spanish Music Radio: The Case of Kiss FM (2002-2010)

Arense Gomez, Alfredo; Garrido Pintado, Pablo

The Use of Market Research and Radio Consultancy in Spanish Music Radio: The Case of Kiss FM (2002-2010)

Official URL

https://doi.org/10.1080/19376529.2022.2081693

Publication date

2022

Authors

Arense Gomez, Alfredo

Garrido Pintado, Pablo

Publisher

Taylor & Francis Online

Citations

Exportar

URI

https://hdl.handle.net/20.500.14352/100082

Citation

Alfredo Arense Gómez & Pablo Garrido Pintado (2022) The Use of Market Research and Radio Consultancy in Spanish Music Radio: The Case of Kiss FM (2002-2010), Journal of Radio & Audio Media, DOI: 10.1080/19376529.2022.2081693

Abstract

Kiss FM brought a new programming methodology to the radio sector in Spain. Previously, market research tools were used merely for orientation purposes but from 2002 onward the use of music testing and audience panels began to take on a decisive role. In this paper we analyze the application of market research and radio consultancy in music radio in Spain, identifying the reasons for the success of Kiss FM and its impact on the sector as a whole. We use a methodology which combines participant observation and in-depth personal interviews, examining the market research techniques of the Kiss FM model and its impact.