At this year’s Arbitron Client Conference and Jacobs Summit (thanks to those of you who attended, by the way), the most bandied about number was “93.” Aside from the fact that it’s the much quoted percentage of radio’s national reach, it is now being hailed as the retention level for sitting through commercial breaks. An Arbitron/Coleman Insights/Media Monitors study at the Arbitron Client Conference had everyone buzzing. A lot of salespeople will no doubt use this data to prove their point to their clients – that radio marketing reaches its...
