Over the air television is unlike any other advertising medium. It reaches more of an advertiser's prospective customers in every major demographic segment. In addition, your customers are reached by KFVS12 for longer periods of time every day. What other advertising medium can cause water cooler discussions every morning, such as whether or not Rich should have won the million-dollar "Survivor" challenge? The marketing public, in study after study, perceives television as the most influential, authoritative, exciting and persuasive advertising medium. Other studies consistently show that television is where consumers are most likely to learn about products.