Radio audiences stay tuned during commercial breaks, finds U.S. study

NEW YORK - Radio delivers more than 93% of its lead-in audience during the average commercial break, according to a new U.S. study of radio ratings data and commercial occurrence data conducted by Arbitron, Media Monitors and Coleman Insights. Building on the results of a 2006 study on the radio audience behavior during commercial breaks, What Happens When the Spots Come On: 2011 Edition analyzed 18 million commercial breaks, 62 million minutes of commercials and 866 stations for a year of audience data from all 48 PPM U.S. markets to compare the audience level for each minute of a commercial break...