AirCheck Case Study #320

This case illustrates the times when you'd rather not have to use Aircheck, but are glad it's there. Sometimes shock jocks just get too shocking - and advertisers get nervous about the damage to their brand if their ads are running too close to uncomfortable or unsavoury topics.

The now infamous Austereo Lie Detector Case created a fast and furious public debate. The on-air team of Kyle and Jackie O were taken off the air temporarily as criticism flew across media pages, broadcast channels and internet forums.

Most were debating the merits and mechanics of the broadcast - and public opinion weighed heavily against the broadcasters.

Advertisers though, were quietly nervous about the damage to their brand if they continued to appear in the timeslot. But of course, they were  equally nervous about doing their dough if they had to pull their spots.

AirCheck clients were able to check daily (or more often) to find out if any key advertisers or competitors were disappearing off the program, or the station, and make an informed decision about the merits of staying or going.

Given that the Austereo lie detector test was so public and caused such a furore, we can tell you which program and station was monitored. But we won't tell you which AirCheck clients ran reports to see who dropped off the air in 24 hours, and whether they did the same.