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

Report: Podcast Ad Spending Up 28% in Q1 2026 Magellan AI Podcast advertising spending increased 28% year-over-year during the first quarter of 2026, according to Magellan AI's newly released Podcast Advertising Benchmark Report. The report, based on analysis of more than 95,000 podcast episodes, found that while overall Q1 spending declined 7% from the fourth More

Study: Commuting Rebounds for Media Buyers Cumulus Media | Westwood One A new blog post from Cumulus Media | Westwood One's Audio Active Group says commuting among marketers, media agency executives, and average Americans continues to rebound, helping reinforce AM/FM radio's position as a dominant advertising platform for in-car listening. The report combines findings from More

Woody & Wilcox Join Mornings on WROV in Roanoke Woody & Wilcox iHeartMedia Roanoke-Lynchburg has added the syndicated "Woody & Wilcox Show" to mornings on Classic Rock 96.3 WROV. The program debuted Monday, May 18, airing weekdays from 6-10am. Originating from iHeartMedia's Charlotte studios, the show is currently heard in 20 markets across More

Advertisement

Backstage Country Launches New Podcast Series Backstage Country Uncut A new country music podcast, Backstage Country Uncut, will debut May 29, expanding the nationally syndicated Backstage Country radio brand into long-form audio conversations with country artists. Hosted by radio personality Elaina Smith, the weekly podcast will feature extended interviews with country stars, More

Seaboard Adds Rich Appel Countdown Show That Thing with Rich Appel Newly launched syndication firm Seaboard Networks has added "That Thing with Rich Appel" to its programming lineup and will now distribute the weekly Classic Hits countdown show to its affiliate base worldwide. The program, hosted by radio veteran Rich Appel, currently airs on approximately 100 radio and More

iHeartMedia, P&G Launches Elton John Impact Awards Elton John Impact Awards iHeartMedia and Procter & Gamble have announced the inaugural Elton John Impact Awards, a new audio special and podcast series honoring influential LGBTQ community members and allies. Hosted by Billy Porter and Elvis Duran, the program will debut June 1 on the iHeartRadio app, major podcast platforms, More

Return to Menu