NAA cites readership figures

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The second Competitive Media Index, a study conducted by the Newspaper Association of America, Vienna, Va., based on audience research collected by Scarborough Research Corp. for the top 50 markets, shows an average of 58.6% of adults read a daily newsaper and more than two thirds (68.2%) of adults read a Sunday paper. Prime- time TV viewership was lower, at 45.3%, as was cable TV prime time at 10.3%. The percentage tuning in to radio morning drive time was 25.7%.

Copyright October 1998, Crain Communications Inc.

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