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Contrary to popular belief, consumers are not trading broadcast radio for new media. Far from it. Of all audio segments, broadcast radio reaches more than 77 percent of users daily compared to 11.6 percent for MP3 players and iPods.
In total, more than 90 percent of adults were exposed to some form of audio media.
The findings, published Tuesday (Nov. 3) are based on a Nielsen analysis of data from the Council for Research Excellence Video Consumer Mapping Study.
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