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Article: Radio beats TV during day; Interep usage study finds wide variety of listening patterns. (Interep Research)
- Article from:
- Broadcasting & Cable
- Article date:
- May 4, 1998
- Author:
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Interep usage study finds wide variety of listening patterns
Although 77% of American adults listen to radio on an average weekday, regions of the country vary widely in listening patterns Nationally, adult daily radio listening beats daily television viewing by 5%.
A new Interep Research study of regional usage for all media finds that the highest daily listening occurs in the West Central (over 80%) and Northeast regions (nearly 80%), while the lowest percentages come in the Southeast (under 73%) and the Southwest (slightly over 73%).
The same general high-and-low pattern by regions holds for both daily television and newspapers, although the ...