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

Edison: Radio Dominates Ad-Supported Audio Reach Cumulus Media | Westwood One A new analysis of Edison Research's Q2 2026 "Share of Ear" study concludes that AM/FM radio continues to dominate ad-supported audio listening, while challenging common perceptions about Spotify's advertising reach and audience demographics. The findings, highlighted in a new Cumulus Media | Westwood One More

Mix 99.5 Launches David & Meredith in the Morning David & Meredith iHeartMedia's WMAG (Mix 99.5) in Greensboro has launched "David & Meredith in the Morning," with David Jones and Meredith Michaels taking over the AC outlets weekday morning slot from 6-10am, effective immediately. "We are absolutely thrilled to be joining the Mix 99.5 family as your new morning show More

Mark Simone Extends Deal With 710 WOR New York Mark Simone iHeartMedia New York has signed veteran personality Mark Simone to a new long-term agreement that will keep him on 710 WOR while expanding his weekday program by an hour. Under the new deal, The Mark Simone Show will air weekdays from 9am to noon, growing from its current two-hour format. Simone has been a More

Advertisement

Seven Mountains Debuts 98 Jamz in Bowling Green 98 Jamz in Bowling Green Seven Mountains Media has launched a new Classic Hip-Hop and R&B outlet in Bowling Green, KY, flipping its former Point Rock format to 98 Jamz, branded as "Straight Throwbacks." Airing on 98.1, 98.3 and 102.7 FM, the new station features Hip-Hop, R&B and Rap hits spanning the past More

Focus on the Family Selects ARC Software ARC Software ARC Software announced that Focus on the Family has selected its affiliate relationship management platform to support affiliate research and ongoing station maintenance across the organization's broadcast network. The implementation will allow Focus on the Family to centralize affiliate research, More

Howard Stern Fans Threaten SiriusXM Boycott Howard Stern Howard Stern is facing growing backlash from longtime listeners after reports that The Howard Stern Show will reduce its live schedule to one new three-hour episode per week this fall, prompting some fans to say they are canceling their SiriusXM subscriptions. According to media reports, including The More

Return to Menu