There are over 400 million radios in use in the United States today. Radios reach a wide array of customers and provide great flexibility with a short lead time. It is important that any message promoted over the radio be repeated a number of times. Costs will vary according to the time of day, the size of the listening audience, and the particular station. It is important to remember that different radio stations attract different target markets.
Television ranks second to local newspapers in terms of promotion dollars.
The average person watches over six hours of television per day, and over 97 percent of all homes in the United States have television sets. It allows both a visual as well as an audible message. The 30-second television advertisement is the most common. Rates will vary according to stations as well as to the time of day. Magazines provide a very specific audience.