According to a study released by Media Monitors, Coleman Insights and Arbirton, many industry insiders still believe that radio loses a considerable portion of its audience during commercial breaks. A survey among people in the advertising and radio industries finds a perception that the audience levels during commercial breaks are substantially lower than the size of the audience before spots run. Contrary to what many believe, this study reveals that radio delivers most of its lead-in audience during spot breaks.

On a 24-hour basis, the average radio station in this study aired 2.6 commercial breaks and an average of nearly nine minutes of advertising per hour. The average spot break was approximately 3.5 minutes in duration. Spot breaks of one to three minutes in duration and those of four minutes or longer were distributed in roughly equal proportions. Here's what the study found.

Audience Level for Music Stations by Age

Audience Delivery by Genre

Percent of Lead-in Audience During Commercial Breaks

Radio's Audience Delivery During an Average Minute of Commercial Breaks by Age/Gender

Lead-in Audience Retention by Format
99% Spoken Word
88% Music