This case study, estimating the IAR of the Tokyo metropolitan area, illustrates how one group of suburban residents differs from another group; in this case, central business district (CBD) commuters and noncommuters. These groups represent two lifestyles: the CBD commuters tend to spend only nights and weekends in the suburbs. Of the 10 media considered, television and national newspaper columns had the highest IAR. The local newspaper column was effective for noncommuters, while the Internet and advertising posters in trains were effective for CBD commuters.
