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

Blair Garner Joins KGNC in Amarillo for Afternoons Blair Garner Connoisseur Media has added Hall of Fame broadcaster Blair Garner to the lineup at Country 97.9 KGNC in Amarillo, where he will host afternoons weekdays from 3-7pm. Garner brings nearly three decades of syndicated Country radio experience to the station and returns to the Texas Panhandle, where he grew up More

Broadcasters Foundation Sets June 25 Giving Day Broadcasters Foundation of America (BFOA) The Broadcasters Foundation of America (BFOA) will hold its annual Giving Day on June 25, bringing together broadcasters nationwide for a one-day fundraising campaign to support radio and television professionals facing severe financial hardship. The initiative raises money for More

Hampton Roads Radio Icon Mike Arlo Dies at 77 Mike Arlo Mike Arlo, a longtime Hampton Roads radio personality whose career spanned more than five decades, has died. Hampton Roads Media Group, part of Saga Communications, announced that Arlo passed away peacefully at home on June 2 following a brief illness. He was 77. Known simply as "Arlo" to listeners and More

Advertisement

LG Radio Plus Adds iHeartRadio Content Library LG Radio Plus LG Electronics has partnered with iHeartMedia to expand the content available through its free ad-supported audio streaming service, LG Radio Plus, bringing more than 850 live radio stations, digital-only channels and thousands of podcasts from iHeartRadio to the platform. The integration makes More

StreamGuys Launches AI-Powered Ad Tagging Service StreamGuys StreamGuys has introduced a new AI-powered ad tagging service designed to automate the placement of advertising markers within podcasts and archived audio content, helping media companies increase revenue opportunities while reducing production workloads. The new service expands on the company's initial More

Matt Fisher Debuts Free Radio Imaging Music Library Matt Fisher Veteran audio producer Matt Fisher has launched Hundred Hand Slap, a free production music and sound design library created specifically for radio imaging producers, audio creatives and broadcast production teams. Fisher, an award-winning producer with more than two decades of experience creating station More

Return to Menu