While marketers continually seek to target consumers by demographics and geography, it is the target audiences’ intent to purchase that can seal the success of a campaign.

Radio’s staggering penetration of 93% helps to give it the ability to reach consumers who are in the market to buy.

The Katz/Arbitron/RAB presentation “Radio: On Air, Online and On Target,” showed that radio captures more than 35% of the total time consumers spend with media during prime shopping hours, which is more than any other medium.

That includes reaching them outside their homes, which is where 70% of radio listening takes place on weekdays.