It is a well-known fact that mothers are often decision makers when it comes to distribution of a household's expenditures. It is also a fact, according to a study released by BSM Media, producers of Mom Talk Radio, in conjunction with Radio Disney and ABC Radio Sales, a Division of Interep that 13% of them listen to ten or more hours of radio weekly, often in their car, with their children along for the ride. BSM suggests that a radio station which aims for this underserved group may be moving into largely unexplored and potentially lucrative territory.

• 86% of the 632 GenX moms surveyed said they control the dial in the car. Here are some more key survey findings:
• Eighty one percent of mothers say they would listen to talk radio designed for moms with useful information and guest experts. Few radio programs aimed at moms exist today.
• Thirteen percent of mothers say they spend over ten hours a week listening to the radio.
• Eighty-six percent of moms said that advertising aimed at their children get their attention as well.
• Word of mouth between moms, "Word of Mom" as Bailey terms it remains the greatest source of influence when mothers are making a buying decision.
• Sixty-five percent of all mothers spend time in 3-6 locations per day (including work, school, parks, home and stores)
• Quality ranks almost equal to price when it comes to the products that moms are buying.
• Sixty-eight percent of moms say that they spend about the same amount of money, even when the kids are shopping with them."