This week we’re taking down another common misconception about radio – “fewer people listen during commercial breaks than immediately before the break begins.” In fact, a Coleman Insights poll of advertisers found agencies believe only 68% of the radio audience stays tuned in during commercial breaks.

Media Monitors, Coleman, and Nielsen then studied Portable People Meter minute-by-minute data from 18 million commercial breaks with 62 million minutes of commercials on 866 stations in all 48 PPM markets.

The reality? Radio delivers more than 93% of its lead-in audience during commercial breaks. The vast majority of radio audiences keep listening when commercials air. Radio audiences levels are strong during commercials. Ads are heard. Perception is not reality.