14
Percent of Adults Reached
Year
Daily
Newspaper
Prime Time
TV
Morning Drive
Radio
Prime Time
Cable
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
Source: Scarborough Research–Top 50 DMA Market Report, 1996-1998
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