FAQ'S

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  • The average spot break is 3.5 minutes in length.
  • On average, radio holds more than 93% of its lead-in audience during commercial breaks.
      • One-Minute Break - 100%
      • Two-Minute Break - 99%
      • Three-Minute Break - 96%
      • Four Minute Break - 92%
      • Five Minute Break - 87%
      • Six+ Minute Break - 85%

  • Commercial breaks during morning drive deliver an average of 97% of the lead-in audience.
  • Music stations deliver 90% of the lead-in audience among 35 to 64 year olds.
  • Audience levels remain high on spoken word stations and deliver 97% of the lead-in audience among 18 to 34 year olds.
  • Audience levels are high during commercial breaks among Black and Hispanic listeners and on ethnic-targeted music stations.
      • Radio delivers 94% of its lead-in audience among Black listeners 6+.
      • Radio delivers 92% of its lead-in audience among Hispanic listeners 6+.

  • Commercial break audience delivery is consistent throughout the year.
  • Implications for Advertisers:
      • Advertisers should recognize that radio is a commercial-friendly medium.
      • Advertisers should not be overly concerned about their position in radio commercial breaks.


Source: What Happens When the Spots Come On, 2011 Edition - Nielsen Audio, Media Monitors, and Coleman Insights