Joe Cappo cited a Pew Research Center for the People and the Press survey done in June of 2002 in his book The Future of Advertising, and I felt it interesting to share with you.
|Local TV News||77%||65%||64%||56%||57%|
|Cable TV News||—||—||—||—||33|
|Nightly network News||60||42||38||30||32|
|Network TV Magazines||52||36||37||31||24|
|Network Morning News||—||—||23||20||22|
|Call-in Radio Shows||23||13||13||14||17|
|National Public Radio||15||13||15||15||16|
The most interesting stat is the consistency of National Public Radio usage. Now, if you correlate NPR demographics, you might find a powerful audience for your product.
I will post this years numbers as I find them.