Study Finds AM/FM Radio Elevates The Media Plan

RADIO ONLINE | Monday, April 8, 2024 | 10:55am CT

Cumulus Media and Westwood One

This week's Cumulus Media | Westwood One Audio Active Group blog examines a recent study from Nielsen that reveals how AM/FM radio elevates the media plan with dramatic lifts in incremental reach among light TV viewers and younger demographics. The study found that the addition of AM/FM radio to the media plan generates massive incremental reach among light TV viewers and young demos.

Other key takeaways:

• The same TV/CTV/digital buy from the prior year delivers 12% less reach.

• Contrary to belief, shifting more budget from TV to CTV/digital does not generate incremental reach.

• With just a 20% share shift, AM/FM radio elevates the digital/TV media plan with significant incremental reach growth.

• Nielsen: Among persons 18-34 and 18-49, AM/FM radio has surpassed TV in average audience. Among persons 25-54, AM/FM radio is closing in on TV.

Advertisement

Digital Ads Reach $2.3 Billion, Stabilizing Radio Revenue Radio Advertising Bureau (RAB) Digital advertising revenue totaled $2.3 billion in 2025, accounting for nearly one-quarter of all radio industry ad sales and helping stabilize overall revenue, according to the 14th Annual Digital Benchmarking Report from Radio Advertising Bureau (RAB), produced by Borrell Associates Inc. The report More

Stewart Named SVP of Programming at iHeartMedia Tucson Bill Stewart iHeartMedia Tucson has named Bill Stewart Senior Vice President of Programming, effective immediately. In his new role, Stewart will oversee programming for all eight iHeartMedia Tucson brands across music, talk, and news formats, including 93.7 KRQ. He will report to Tony Manero, Area Senior Vice President More

Local Storm Center Partners with WBBX-FM 106.1 Local Storm Center Local Storm Center has announced a new partnership with WBBX-FM (B106.1 - Delmarva Gold) Pocomoke City, serving Maryland's Lower Eastern Shore and the broader Delmarva Peninsula. Under the agreement, Local Storm Center will provide locally focused, market-specific weather forecasts tailored to WBBX-FM's More

Advertisement

NextKast Launches Built-In Traffic, Billing System NextTraffic NextKast has announced the launch of NextTraffic, a new built-in traffic and billing system designed to streamline operations and reduce costs for independent radio broadcasters. Fully integrated into the NextKast OnAir platform, NextTraffic is positioned as a complete More

Cumulus Names Trey Dolle VP/Market Manager in Cincinnati Trey Dolle Cumulus Media has appointed Cincinnati media veteran Trey Dolle as Vice President and Market Manager for its five station cluster in Cincinnati. Dolle brings 30 years of experience in the Cincinnati media market. Most recently, he spent 11 years as Vice President/General Sales Manager for Bally Sports/Fox More

Connoisseur Names Lieberman as West Coast Natl. Sales Lead Deidra Lieberman Connoisseur Media has appointed Deidra Lieberman as Regional Manager of National Sales for the West Coast. In the role, Lieberman will oversee national sales efforts in Portland OR, San Francisco, San Jose, Palm Springs, and Anchorage AK. Lieberman will report to Tina Murley, Senior Vice President/Western More

Return to Menu