It’s easy to think when an ad plays on the radio there is a mad dash to the dial to change the station immediately. This week, we’re proving otherwise – radio ads are heard.

A recent study from Coleman insights, Media Monitors, and Nielsen reveals that despite the common perception that people switch stations a lot, nearly two-thirds of radio listening occasions don’t involve switching stations at all. Even better for advertisers: among loyal station listeners 90% of radio listening occasions don’t involve switching stations.

The reality is good news for brands and businesses. Commercials reach the radio audience.