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

Study Finds Host Reads Boost Brand Impact Cumulus Media and Westwood One A new global advertising study finds creator-led ads, including radio and podcast host reads, can produce greater brand impact, particularly when advertisers identify themselves early and use entertaining, emotion-driven creative. The findings come from "The Creator Effectiveness Playbook: How to Build More

Zack Bennett Named Host of Pure American Country Zack Bennett Pure American Networks has named veteran Nashville broadcaster and producer Zack Bennett permanent host of the nationally syndicated weekly program "Pure American Country" and its daily companion feature, "Pure American Country Radio Minute." Bennett had served as interim host since the death of longtime More

Dana Cortez Show Takes Mornings at Q97.1 Fresno The Dana Cortez Show with Greg & Dre The Dana Cortez Show has added Lotus Communications' KSEQ-FM (Q97.1) in Fresno to its affiliate lineup, taking over morning drive following the retirement of longtime morning team Greg & Dre. Beginning Monday, September 21, Dana Cortez, DJ Automatic and Anthony A. will anchor mornings on Q97.1 through the More

Advertisement

Urban One Names Yonni Rude Dallas Operations Manager Yonni Rude Urban One Dallas has named Yonni Rude Operations Manager, overseeing programming for the company's three Dallas-Fort Worth radio brands: KBFB (97.9 The Beat), KRNB (Smooth 105.7) and KKDA (K104). Rude moves to Dallas after spending the past three years as Program Director for Urban One's Houston stations More

Cedar Basin Media to Acquire Six Iowa Signals Civic Media Cedar Basin Media, a new unit of Civic Media, has reached an agreement to acquire six radio signals in Cedar Rapids and Waterloo, IA, from NRG Media. An application seeking approval of the transaction will be filed with the FCC. The deal includes Cedar Rapids stations KFMW-FM More

WMMB Host Bill Mick Retires After 25-Plus Years Bill Mick Longtime Space Coast radio personality Bill Mick is retiring from iHeartMedia's WMMB (92.7 WMMB), concluding more than 25 years on the air in Melbourne, FL. His final edition of "Bill Mick LIVE" airs Friday, September 18. Mick began his Space Coast radio career in 1998 and took over mornings at WMEL in More

Return to Menu