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Audience Insight and Research
NPR Listeners: Description of Radio vs. TV
Keeps me up-to-date withthe latest styles and trends
Relaxes me
A good escape
Pure entertainment
Puts me in a good mood
Keeps me informed/up to date
Gives me good ideas
Makes me think
Most trusted media
A good source of learning
0 20 40 60 80 100 120 140 160 180
90
101
110
102
95
89
83
91
54
94
95
99
101
105
107
130
140
153
157
158
= U.S. AverageSource: GfK MRI Doublebase 2011
Index of Average # of Half Hours per week
Radio: 97TV: 70
RadioTV
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