What is the most popular type of mass media?

Television, hands down! A recent study shows that videos included on web pages get the most reponse. That same study showed smalled videos, embedded into the web, were more effective--for advertisers--than stand along (large) videos... The great communications analyst Marshall McLuhan rated television so effective because it is a cold medium requiring little interaction. A viewer just sits there with an open mind being spoon-fed. John Foxen Phd (a professor of mine) postulated that "you cannot NOT communicate." His example: when you walk past someone on the street and you don't look at them--and they don't look at you--you have communicated, the both of you, that you aren't interested in talking. I mention this, because television doesn't necessarily have to be part of a communications process ....although, if you are watching anything, there is a great chance your viewing habits are being monitored in some way, which tells the program producer and its advertisers you are watching. That feedback may be considered the feedback in the communications process! In Advertising budgets, a small investment in television commercials will always--that's ALWAYS--"out audience" any other form of media with the same investment. But placement and frequency of commercials run will affect the effectiveness of any message and be dependent on the target audience.