Time is an important factor in media reach, according to Middletown Media Study II, conducted by Online Publishers Association, SFN's World Digital Media Trends 2007 reported.

TV is generally the medium with the highest reach throughout the day. In the morning, about 41 percent of respondents use the media, higher than the Internet (34 percent), radio (32 percent), newspapers (17 percent) and magazines (7 percent).

In the evening, TV has the highest reach (82 percent) among all media. This figure is also much higher compared to other parts of the day, when most people are at work or at school, according to the OPA study.

Internet and radio hold steady throughout the day, at about 34 percent to 40 percent. Newspapers, meanwhile, reach their biggest audience in the morning, according to the report, World Digital Media Trends 2007, released by SFN and the World Association of Newspapers.