To buy one 30-second ad on TV’s Top 10 shows:
Now explain to me how Radio is worth so little?
I know these shows have millions of viewers, but you’re talking exposure to one 30-second commercial, on a medium where almost everyone puts their favorite shows on DVR so they can zap through the spots.
Radio is the bargain of the millennium.
BTW, you can read the accompanying article from AD AGE HERE (subscriptions may be required but is definitely worth it).