Ad avoidance is a hot topic now, and has been made particularly critical by the development of the PVR (personal video recorder) for TV, which allows viewers to skip the ads. Ad avoidance actually endangers one form of advertising above all others - outreach campaigns, where brands seek to reachout and create relationships with new customers Radio and cinema come joint lowest in terms of ad avoidance - but radio has a far higher coverage. Radio offers the best outreach because it combines low avoidance and mass coverage.

Reaching the inattentives: In terms of attentiveness, the biggest group across all media are not the avoiders or the engaged but the inattentives - over half the audience on average

Radio listeners have low levels of hard avoidance, so they are available to engage with the advertising in varying degrees of inattentiveness

Please visit www.rab.co.uk for further details

- High coverage - Low avoidance - Ability to reach out to new customers