Although it is increasingly difficult for marketers to reach a true mass audience due to audience and media fragmentation, media fragmentation does have a major advantage. What is this advantage?

There are now greater radio audience concentrations based on geographic location.

It is now easier to reach small, highly targeted audiences.

Consumers are now much more receptive to radio advertising.

Consumers now spend most of their time with a single medium.

It is much easier to measure feedback from mass media audiences.