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According to a Nielsen analysis of a Council for Research Excellence media study, 90% of consumers listen to some form of audio media each day. Broadcast radio reaches those aged 18-34 at rates equivalent to the general adult population, with 79.2% of younger adults listening to broadcast radio for an average of 104 minutes a day among listeners.

Medium	Reached	Minutes
Radio	77.3%	109
Live Television	95.3%	331
Web/Internet**	63.7	77%
Newspapers	34.6%	41
Magazines	26.5%	22
CDs & Tapes	37%	72
Portable Audio	12%	69
** Excluding e-mail

Another key finding from the reports is that broadcast radio is the dominant form of audio media at home, work and in the car with 46.4% at home, 74.2% in the car and 53.8% at work. When compared to satellite Radio, the difference is substantial with 7.2% listening at home, 5.5% in the car and 12.3% at work.

According to Focus 360, these findings are significant for numerous reasons. "Drastic changes in media consumption,DVR's effect on live TV, the decline in print readership and new accountability tools are just some of the reasons that advertisers are rethinking the traditional media plan," said the firm. "Radio has always been underutilized yet radio continues to deliver a targeted, engaged and very large audience." (11-13-09)

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