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14
Competitive Media Index

 Percent of Adults Reached
Year
Daily
Newspaper1
Prime Time
TV2
Morning Drive
Radio3
Prime Time
Cable4
1996
58.8
45.3
25.5
11.0
1997
58.7
42.4
25.4
10.4
1998
58.6
40.8
25.7
10.3
Spring 1999
57.9
39.6
25.5
10.5
Fall 1999
56.9
38.5
24.5
11.3
Spring 2000
56.2
37.8
23.4
12.0
1Average day readership
2Average half hour
3Average quarter hour
4Average half hour
Source: Scarborough Reseach 1999 Release 2, Top 50 Market Report Prepared by NAA Research Department
Note: Radio drive times reflect Monday-Friday average quarter hour
 
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