This study tracks station‐switching behavior in a controlled setting and combines results from in‐depth personal interviews to assess reaction to radio commercials, particularly those commercials that cause irritation. Attitude toward the ad models were used to predict how listeners would react to exposure to irritating commercials. Results showed participants changed stations an average of once every minute and a half during the experiment. These changes took place two to three times more often during commercials than during music segments. The overall finding was that high levels of station changing occurred during all commercials, not just irritating ones. This research was made possible in part by a grant from the National Association of Broadcasters.