Perceptions are not always true and the conventional belief that listeners "button-push" to avoid Radio commercials is way off target!
92%, on average, listen to your Radio message whether you're the first or the last
message during the commercial break. Morning drive is the most sticky, it boasts
97% with lead-in to 3 to 4 minute commercial breaks & Midday holds it own with
94.7% for shorter one to 2 minute pods.
But, really everyday at every moment people will listen to your commercial, remember over 90% stay tuned, especially mature consumers.
Young people (18-24) are only about 11% less sticky than the average Radio listener. Which is still ranks in the mid to high 80 percentiles!
Source: What Happens When the Spot Comes On? Insights from PPM, Media Monitors, and Colemen