Have you ever heard this from a potential client? ”I don’t want to buy radio, people just switch stations as soon as a commercial comes on?” Now there’s a great study you can cite that shows the exact opposite.

The study, performed in 2011 by Arbitron, Media Monitors and Coleman Insights shows that on average, 93% of listeners stick around through a commercial break. 93%! Shorter breaks of two or three minutes bring back 99% to 96%, respectively.

The study used PPM data from all 48 PPM markets over a year.

You can read more about the study from this RAB Radio Sales Today article. Now get selling!