Shift in Ads

Although we still use radio to advertise, is it still effective? When I am driving in my car, and a station is interrupted by a commercial, I immediately change the channel to find another station. This is common for  all people to do. Consumers also have the option of purchasing Pandora or Sirris radio which provide minimal interruptions. This is a constant obstacle for radio advertisements. In the past, Advertisers were able to reach many target markets by using radio ads but this has changed over the last 30 years. Advertisers are being forced to spread their ideas on a variety of different vehicles so they can reach these consumers.