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

Katz: AM/FM Still Dominates In-Car Audio Listening Katz Radio Group Despite the growing number of audio choices available in connected vehicles, AM/FM radio continues to capture the majority of listening time in the car, according to a new Katz Radio Group Sound Answers analysis. Citing Edison Research's Q1 2026 Share of Ear study, Katz reports More

Danny Meyers, Meghan Lane Ink New Hubbard Deals Danny Meyers and Meghan Lane Hubbard Radio South Florida has signed personalities Danny Meyers and Meghan Lane to new multi-year agreements, keeping the duo on two of the company's West Palm Beach stations. Meyers and Lane will continue to host afternoon drive on WRMF (97.9 WRMF) and mornings on WEAT (Sunny 107.9). More

PodcastOne Adds Spiner, Frakes Podcast PodcastOne PodcastOne has acquired the exclusive sales and distribution rights to "Dropping Names...and Other Things with Brent & Jonny," the entertainment podcast hosted by actors Brent Spiner and Jonathan Frakes. The "Star Trek: The Next Generation" veterans and longtime friends use the More

Advertisement

Skyview Expands Playfly College Sports Partnership Skyview Networks Skyview Networks is expanding its collegiate sports business through an enhanced agreement with multimedia rights holder Playfly Sports, adding Texas A&M University and the University of Texas at San Antonio while broadening its relationship with San Jose State University. Under More

Second Circuit Mandate Restores Cumulus Injunction Cumulus Media and Nielsen The U.S. Court of Appeals for the Second Circuit has formally issued its mandate in Cumulus Media's antitrust case against Nielsen, putting the preliminary injunction against Nielsen's Network Policy back into effect and ending the stay that had remained in place during the appeal. The mandate was issued More

Edison: Younger Americans Over-Index for Audio Edison Research at SSRS Younger Americans account for a disproportionately large share of daily audio consumption, according to new Share of Ear data from Edison Research at SSRS. Americans age 13 and older spent an average of three hours and 57 minutes per day listening to audio during the second quarter of 2026. Edison says More

Return to Menu