Radio Delivers 93% of Lead-In Audience During Commercial Breaks

Radio delivers more than 93 percent of its lead-in audience during the average commercial break, according to a new study of US radio ratings data and commercial occurrence data conducted by Arbitron, Media Monitors and Coleman Insights.

What Happens When the Spots Come On: 2011 Edition is a comprehensive update of a landmark 2006 study on the radio audience behavior during commercial breaks. Both studies took advantage of the increased precision of passive electronic measurement, both for radio audiences and for commercial occurrences.

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