Almost half of the Russian radio audience, unlike the TV one, don't switch their radio sets over to other channels when commercials are broadcast. As is known, majority of people switch their TV sets over to other channels when commercials are on.
As a research held by the marketing company COMCON-media reveals, 46% of the radio audience stay tuned on the same frequency when commercials are broadcast there. 38% of the questioned say that as soon as commercials start on TV, they immediately switch over to some other channel. Commercials are strongly hated by 13% of the TV audience and 8% of the radio audience in Russia. As the marketing group states, these people get out of the room where commercials are broadcast, or simply switch off their radio sets.