Only 7% of frequent moviegoers don't listen to the radio; while nearly 65% of frequent moviegoers are heavy or medium users. Of the non moviegoers, nearly 50% of that group are either light radio listeners or don't listen at all.
IMMI, Integrated Media Measurement Inc based this report on its panel of 13-24 year olds in IMMI’s Research Panel across six major DMA’s.
IMMI itself suggests at the end of their piece:
"Advertisers looking for the avid moviegoers can reach most of them through radio."
Let's turn that around a little bit...radio stations looking to increase its listenership can reach strong prospects at the movies. While usage is light by traditional radio measures, it does represent an opportunity to market to notoriously difficult people to reach.