Radio Holds Audience During Commercial Breaks

On average, radio delivers 93% of its lead-in audience during commercial breaks, according to [download page] a December 2011 study conducted by Arbitron, Media Monitors, and Coleman Insights. Data from “What Happens When the Spots Come On: 2011” indicates that when comparing the average minute audience during commercial breaks to the audience for the minute before the commercials began, the audience delivery during breaks of 1 to 3 minutes in duration are nearly the same as the lead-in audience (100%, 99%, and 96%, respectively). (more…)