This article was originally published on reverb, Drake Cooper’s reflections on advertising, creativity, and trends. Read more.

If Only REACH still mattered…

More adults come into contact with broadcast radio than the Internet, according to aNielsen analysis of a Council for Research Excellence (CRE) study.

The CRE physically watched consumers throughout the day to see how they consume media. Unsurprisingly, people see live television the most. It reaches 95% of adults. After that it’s radio at 77%, the Web at 64%, newspapers at 35%, and magazines at 27%.

The radio versus Internet thing is a bit surprising till you remember radio can play passively in the background in cars and offices. The Internet is something you have to actively seek. Read >