Pod Position

• 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

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