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Nielsen: Radio reaches 77% of adults daily

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New York—A media use study conducted by Nielsen Co. and the Council for Research Excellence found that 77% of adults are reached by broadcast radio on a daily basis, second only to TV, at 95%.

The study, “How U.S. Adults Use Radio and Other Forms of Audio,” also found that Web/Internet (excluding e-mail) reached 64% of adults daily, followed by newspapers at 35% and magazines at 27%. Among audio listeners, the 77% who listen to broadcast radio surpasses the 37% who listen to CDs and tapes, as well as the 12% who listen to portable audio devices, Nielsen said.

The study was conducted by physically observing how people in the sample cities of Atlanta, Chicago, Dallas, Philadelphia and Seattle consume media throughout the day. It was conducted in 2008, with the analysis released this week.

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