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

Mike Couchman Named Pillar Media Programming Chief Mike Couchman Pillar Media has named Mike Couchman Chief Programming Officer, overseeing programming for the company's five-station group, effective November 16. Couchman will oversee WAWZ (Star 99.1), WAKW (Star 93.3), KSRC (Star 101.5), KFCO (The New Flo 107.1) and KPOF (AM 910). He will be based at Pillar Media's More

Howard Stern Expands SiriusXM Show to HBO Max Howard Stern Howard Stern will return to SiriusXM for a new season of "The Howard Stern Show" on September 14, while expanding the program's reach through a new partnership with HBO Max. New episodes will air live Mondays on SiriusXM, with adapted video versions debuting Thursdays on HBO Max beginning September 17. The More

Hunter Deeley Named FCC Enforcement Bureau Chief Hunter Deeley FCC Chairman Brendan Carr has appointed Hunter Deeley as Chief of the agency's Enforcement Bureau, elevating the bureau's Chief of Staff and Deputy Bureau Chief to its top post. Deeley succeeds Patrick Webre, who will remain with the FCC in a senior role in the Office of Managing Director. "I am pleased More

Advertisement

Zoellner's KRMG, Mix 96.5 Swap Frequencies in Tulsa Zoellner Media Group Zoellner Media Group has completed a frequency swap involving two of its Tulsa radio stations, moving News/Talk KRMG to 96.5 FM and Hot AC KRAV (Mix 96.5) to 102.3 FM. The changes took effect at 5am Monday, August 31. Programming, personalities and other content on both stations remain unchanged despite More

Veteran Radio Personality Ron Parker Dies Ron Parker Veteran radio personality and programmer Ron Parker, whose career spanned more than five decades and included stops at some of the nation's best-known radio outlets, has died following a brief illness. Parker grew up in Atlanta and began his radio career at age 15. While studying journalism at the More

Study Links Brand Awareness to Market Share Growth Cumulus Media and Westwood One A new study from Google and brand tracking firm Tracksuit finds that increasing brand awareness can produce measurable gains in consumer search activity and, ultimately, market share, according to an analysis from Cumulus Media and Westwood One's Audio Active Group. The research examined 31 brands across More

Return to Menu