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

Townsquare, KSE Launch Digital Ad Partnership Townsquare Media and KSE Townsquare Media has entered into a strategic digital advertising partnership with Kroenke Sports & Entertainment (KSE), expanding its reach in the Denver market and strengthening its Media Partnerships division. The agreement will integrate Townsquare Ignite's data-driven advertising platform with KSE's More

John Murphy Named VP at Crossover Media Group John Murphy Crossover Media Group has appointed John Murphy as Vice President of Strategic Partnerships, adding a veteran media executive with more than two decades of experience in podcasting, digital audio and broadcast, along with over 30 years in advertising. In the newly created role, Murphy will focus on More

Seaboard Adds ''The Killer Carl'' for Syndication The Killer Carl Radio Show Seaboard Networks has reached an agreement to distribute the syndicated political talk show "The Killer Carl Program" to additional radio affiliates nationwide. Hosted by Carl "Killer Carl" Brown, the interview-driven program has been on the air for nearly a decade and is currently part of the John More

Advertisement

RAB Announces 2026 Media Career Academies National Radio Talent System (NRTS) The Radio Advertising Bureau (RAB) has unveiled its 2026 Media Career Academies, part of the National Radio Talent System (NRTS), aimed at preparing students for careers across broadcast radio, podcasting and digital audio. The academies are designed to provide hands-on training More

NABLF Announces 2026 Service to America Winners National Association of Broadcasters Leadership Foundation (NABLF) The National Association of Broadcasters Leadership Foundation (NABLF) has named the recipients of its 2026 Celebration of Service to America Awards, recognizing radio and television stations for their impact in local communities nationwide. Winners will be honored June 9 at The More

Talent Farm Adds Five New 24/7 Formats to Lineup Talent Farm Talent Farm has expanded its syndication offerings with the addition of five new 24/7 radio formats, providing affiliates with more options across a range of popular music genres. The new formats -- "The Harbor" (Yacht Rock & Smooth Classics), "The Coast" (Classic Alternative), "The Boombox" (90s/2000s More

Return to Menu