Q 18

An advantage of radio as a medium for advertising is its low level of audience fragmentation; the percentage of the market tuned to any particular station is usually high. A drawback of radio as a medium for advertising is the high level of audience fragmentation due to the large number of stations. The percentage of the market tuned to any particular station is usually very small. The top-rated radio station in many major metropolitan areas with a number of AM and FM stations may attract less than 10 percent of the total listening audience.

True False