Radio listeners have a very close relationship with the radio stations which they listen to the most when travelling to and from places in the car and just in the house. This is why they trust what they hear on radios much more than what they do when they see something on the television or read in local newspapers.
Radio occupies over a third of the media day for 16-34s:
TV - 52%
Internet - 2%
Magazines - 2%
Video - 4%
Radio - 35%
Newspapers - 5%
Radio is intrusive, it has low advertisement avoidance levels. A study showed that advertisements which are featured on radio stations are less actively avoided than in other media, this is because listeners know that the adverts being played are not going to be on for a long time. Companies would see it as being pointless if they had a long advert on with no visual aid, the shorter the advert the more interested people stay. Listeners could just tune themselves out if they did not want to pay attention to the advert whereas if it were on the television they would turn channel because they would not want to sit and watch the advert.
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