CA:
Maybe the original track of this post is getting lost.
Well, of COURSE reading is as big as watching. Probably more so. When we (I??) watch, we're stuck with the director's decisions on hair color, voice, whatever. When we (I???) read, we can fill in the details however we like. Even skip a page or reread some.
Reading simply requires more brain synapses than listening to radio, which requires more than watching a boobtube. So it's well, more, well, stimulating to the brain.
So maybe I'm missing part of the question in your original post? Have the posts answered your inquiry?