• Almost three quarters of the population (69.5%) do not read the Union-Tribune
• More than twice as many people tune into radio between 5-10am (45.7%) than tune into morning TV (7-9am) (22.8%)
• There are 1,032,745 people in San Diego (45.1%) who don't watch any television during prime time (8-11pm)
• More than nine out of ten people (94.2%) do not read the automotive classified section of the newspaper
• 90.4% of people don't watch the late shows (11:30 pm - 1 am) on television
• More people will listen to the radio (67.4%) than will read even one piece of direct mail (24.7%)
• Almost one in five people (18.3%) in San Diego do not see cable TV on an average day. 13.0 % do not see TV at all
• 81% of San Diegans do listen to RADIO each week for over two and one quarter hours a day!

Radio is the most reliable way to reach someone in San Diego on any given day!

Source: The Media Audit, January/February 2009, 18+ Adults; Arbitron PPM, April/May/June 2009, M-Su 6a-12m, Adults 18+