The Whole Story: Media And The Daily Commute

Whether consumed while traveling, just before leaving or arriving home, or just after arriving or leaving work, media delivers some segment of the commuting population in varying degrees and contexts.

• Radio is far and away the dominant medium in the commuting schedule with 68% reach.
• The ubiquity of the mobile phone, it’s multifunctionality as both a communications, work and leisure tool places it second in the rankings of most-used media in the commuting period at 26%.
• The presence of TV at 9% reach will mostly be accounted for by the number of people using it just before leaving home and the computer will be primarily used by those arriving at work during the half-hour reported -- though some will also be using it on trains, etc.
• The relatively low reach of newspapers and magazines will partly be accounted for by the dominance of the car as the commuting vehicle of choice for the vast majority of the country, where mass transit is either not available or the preferred option.