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Radio Reaches TV Viewers (a) see footnote |
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Radio Reaches TV Viewers (a) see footnote |
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Radio Reaches TV Viewers |
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Despite its mass-medium status, not everyone tunes in to television in every time period. In fact, less than a third of adults are typically watching TV in dayparts other than 5pm through Prime Time. Nearly everyone listens to Radio, making it an excellent companion for the visual medium. Radio reaches 86.0% of the 35.5% of adults who watch TV before 9am;and reaches 86.6% of the 64.5% of adults who don't watch pre-9am. Radio reaches 80.9% of the 28.1% of adults who watch TV from 9am-3pm; and reaches 88.6% of the 71.9% of adults who don't watch 9am-3pm. Radio reaches 82.3% of the 28.4% of adults who watch TV from 3pm-5pm; and reaches 88.1% of the 71.6% of adults who don't watch 3pm-5pm. Radio reaches 86.1% of the 65.2% of adults who watch TV from 5pm-8pm; and reaches 87.1% of the 34.8% of adults who don't watch 5pm-8pm. Radio reaches 86.9% of the 65.8% of adults who watch Prime Time TV; and reaches 85.6% of the 34.2% of adults who don't watch Prime Time. Radio reaches 87.2% of the 30.8% of adults who watch Late Evening Local News; and reaches 86.1% of the 70.8% of adults who don't watch Late Evening Local News. |
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(a)Source: The Media Audit, January-December, 1995 |
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