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RADIO-TVBy correlating proximate radio listening and TV watching, Nielsen has found that radio is not only a powerful advertising medium, but a driver that boosts television consumption. The study—Ears to Eyes: How Radio Increases TV Tune-In—shows that reaching radio listeners—a.k.a. TV viewers away from their televisions—can have a dramatic effect on viewership when the program airs. Data from several other studies confirm high conversion rates (the percentage of listeners who heard the ad on the radio and tuned into the TV broadcast) for scripted shows and sports broadcasts.