Finding the 'hidden' value of radio as part of a cross-media advertising campaign

Radio accounts for approximately one-third of consumers’ time spent with media, yet it receives just a bit more than one-tenth of advertisers’ media dollars.

Finding The 'Hidden' Value Of Radio As Part Of A Cross-Media Advertising Campaign

Maura Clancey Knowledge Networks/Statistical Research

Introduction

Radio accounts for approximately one-third of consumers' time spent with media two and one-half...