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

Radio Hall of Fame Announces 2026 Inductees Radio Hall of Fame The Museum of Broadcast Communications has announced the eight inductees selected for the 2026 Radio Hall of Fame class. The inductees will be honored during the 2026 Radio Hall of Fame induction ceremony scheduled for Thursday, October 8. The 2026 class includes Boomer Esiason, More

CRS360 Session Focuses on In-Car Radio Measurement CRS360 Country Radio Broadcasters has released the latest installment of its CRS360 educational series, featuring a presentation focused on in-car radio measurement and listener analytics. The session, titled "DTS Autostage: The End Of The Measurement Guessing Game," is now available on More

Triton Digital Expands Sounder.AI Integration Triton Digital Triton Digital announced an expanded integration of its Sounder.AI contextual targeting and brand suitability tools within The Trade Desk programmatic advertising platform, aimed at improving podcast ad targeting and campaign optimization. The enhanced integration gives More

Advertisement

Rick Thomas to Exit Beasley Media Tampa in June Rick Thomas Beasley Media Group announced that Rick Thomas will step away from his leadership role in Tampa effective June 1, as he shifts his focus toward spending more time with his family. Thomas joined Beasley Media Group in January 2023 as Brand Manager for the company's Tampa radio cluster, overseeing WLLD-FM, More

Beach Football League Partners With iHeartMedia Beach Football League The Beach Football League has entered into a strategic partnership with iHeartMedia, naming iHeartRadio the league's Official Audio and Radio Partner beginning with the 2026 season. Under the agreement, iHeartMedia will provide promotional support for the league through its radio, podcast, digital, social More

AI-Run Radio Experiment Reveals Distinct Personalities Andon Labs A new experiment from Andon Labs found that artificial intelligence models tasked with autonomously operating internet radio stations quickly developed dramatically different on-air personalities - ranging from calm and polished to repetitive, conspiracy-focused, and politically activist. The project, More

Return to Menu