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

FCC Updates Radio Rules, Streamlines Processes Federal Communications Commission (FCC) The Federal Communications Commission has adopted a sweeping update to its broadcast rules, making a series of changes that primarily streamline radio regulation, modernize filing procedures, and eliminate outdated requirements. The Report and Order, released March 25, updates Parts 1, 73, 74 and 76 of More

Zoe Burdine-Fly Retires from Connoisseur Media Zoe Burdine-Fly Connoisseur Media has announced the retirement of Senior Vice President Zoe Burdine-Fly, concluding a radio career that spans more than four decades. Burdine-Fly was a member of the company's leadership team and worked closely with staff across multiple markets during her tenure. Her experience includes more More

Q99.7 Atlanta Debuts New Morning Show Lineup Joe Breezy, Daena ''DK'' Kramer, and Cort Freeman CHR WWWQ-FM (Q99.7) Atlanta will launch a new morning program, "The Q Morning Crew," beginning Monday, March 30. The show will air weekdays from 6-10am, replacing the longtime "The Bert Show," which had been a fixture on the station for 25 years. The new program More

Advertisement

Marlins, Audacy Partner for WQAM Broadcasts Miami Marlins The Miami Marlins have entered into a new multi-year radio broadcast and streaming agreement with Audacy, making Sports WQAM the flagship home for Marlins baseball across South Florida. Under the partnership, WQAM will air all regular season games, including live play-by-play coverage, along with pregame and More

Beasley, Blaylock Named to FL Broadcast Hall Florida Association of Broadcasters (FAB) The Florida Association of Broadcasters (FAB) will honor two longtime industry leaders, Caroline Beasley and Jeannie Blaylock, as the 2026 inductees into the Florida Broadcasters Hall of Fame. The pair will be recognized during the 2026 Florida Broadcasters Hall of Fame Gala and More

Sports Streaming Paywalls Spark Fan Backlash National Association of Broadcasters A growing shift of live sports to streaming platforms is drawing backlash from fans and raising concerns in Washington, as policymakers weigh the impact on access to games traditionally available on free broadcast outlets. In a blog post by Grace Whaley, Director of Communications and Social Media for More

Return to Menu