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

Cumulus Promotes Kathy Brown to VP/Urban Formats Kathy Brown Cumulus Media has promoted Kathy "KB" Brown to Vice President of Urban Formats, expanding her responsibilities to include programming oversight for the company's 40 Urban-formatted radio stations nationwide. The promotion is effective immediately. In her new role, Brown will serve as a senior programming More

Christy Tanner Exits NYPR as CEO After 8 Months Christy Tanner New York Public Radio (NYPR) President and CEO Christy Tanner has stepped down after just eight months leading the public media organization. The NYPR Board of Trustees has established a three-member interim leadership team while conducting a search for her successor. Tanner joined NYPR in February 2026, More

DeVaughn Launches ''The Garden of Love'' Show Raheem DeVaughn Reach Media and Radio One have launched "The Garden of Love," a new nighttime radio program hosted by Grammy Award-winning R&B artist Raheem DeVaughn. The show debuted Monday, October 12, and airs Sunday through Thursday from 7pm to midnight on WMMJ-FM (Majic 102.3) in Washington, DC. The program More

Advertisement

Louisville Public Media Names Two Staffers, Promotes One Louisville Public Media (LPM) Louisville Public Media (LPM) has announced two new staff appointments and an internal promotion as part of its efforts to strengthen local journalism, community engagement and fundraising operations across Greater Louisville and Southern Indiana. Krystal Goodner has been named More

Doug Groff Returns to Yavapai as Production Director Doug Groff Yavapai Broadcasting has announced the return of radio veteran Doug Groff as Production Director for the company's stations across Northern Arizona. Groff brings nearly 30 years of broadcasting experience to the position, overseeing the group's production and creative services operations. Groff More

Mia Amor Joins KBLX San Francisco for Afternoons Mia Amor 102.9 KBLX in San Francisco has named Bay Area radio personality Mia Amor as its new weekday afternoon host, effective Monday, October 19. Amor will be heard weekdays from 2-7pm. A San Jose native raised in the Bay Area, Amor returns to the San Francisco airwaves with an established connection to local More

Return to Menu