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Study: Radio audience delivery

According to a new study of radio ratings data and commercial occurrence data conducted by Arbitron, Media Monitors and Coleman Insights, radio delivers more than 93 percent of its lead-in audience during the average commercial break. The study of 18 million commercial breaks across 48 markets indicates radio maintains its audience delivery when the spots come on. “Now that the Portable People Meter service can track radio audiences across 48 top markets, we can now demonstrate how radio constantly replenishes its audience with new listeners during commercial breaks. Today we know that the medium can deliver an average of 93 percent of its lead-in audience levels on a consistent basis, no matter the market, the daypart or the time of year.” said Bill Rose, senior vice president, Marketing, Arbitron Inc.

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