Television in general is the highest reaching medium, with more than 85 percent penetration in 2007, according to research firm MAGNA Global.

TV, except for in Germany and India, outshines other media as being the highest reaching. Radio, however, reaches more than 60 percent of the population, except for Spain, India and China.

Newspapers still have penetration of more than 60 percent in Germany, China, the United States, Italy and the United Kingdom, although the reach is particularly lower in France and Russia, with less than 20 percent.

Magazines have an impressive penetration in Germany and France, with more than 85 percent, but do not perform as well in the United States and India, with merely less than 25 percent reach.

The Internet, although still newly emerging, has a reach of more than half the population in most of the countries studied. In the United States, penetration is at about 70 percent, while in the United Kingdom and Germany penetration is more than 60 percent. However, in the BRIC countries (Brazil, Russia, India and China), the penetration is still lower than 30 percent, while in India, it is lower than five percent according to MAGNA Global.