Westwood One Study Challenges Eight AM/FM Radio Myths

RADIO ONLINE | Monday, October 26, 2026 | 2:16pm CT

Cumulus Media | Westwood One

A new analysis from Cumulus Media's Westwood One Audio Active Group challenges eight common advertiser perceptions about AM/FM radio, citing research that shows the medium continues to deliver substantial audience reach, advertising effectiveness and return on investment.

In the latest Audio Active Group blog, Chief Insights Officer Pierre Bouvard examines findings from Nielsen, Edison Research, LeadsRx and an August 2026 Advertiser Perceptions survey of 302 media agency and advertising professionals. The analysis identifies significant differences between how advertisers perceive radio audiences and actual listening behavior.

According to the Advertiser Perceptions survey, agencies and marketers estimated that AM/FM radio reaches just 43% of Americans weekly. However, Nielsen data places the medium's weekly reach at 86%, twice the industry estimate.

The report also challenges the perception that younger audiences have abandoned traditional radio. Nielsen data provided through Katz Radio Group indicates that adults 18-34 represent AM/FM radio's largest listening demographic, with more than 63 million weekly listeners.

Another misconception involves radio's audience share compared with streaming services. Advertisers estimated that Spotify and Pandora command a combined 46% share of ad-supported audio listening, compared with 26% for AM/FM radio. However, Edison's Q3 2026 "Share of Ear" study places AM/FM radio's actual share at 62%, approximately 13 times that of ad-supported Spotify and 16 times that of ad-supported Pandora.

In-car listening remains another area of strength. According to Edison Research, AM/FM radio accounts for 81% of ad-supported audio listening in vehicles, despite growing availability of connected-car entertainment options.

The analysis also examines radio's potential contribution to advertising campaigns. Nielsen Media Impact research cited by the Radio Advertising Bureau found that reallocating just 10% of a media budget from connected television, digital and linear television to AM/FM radio increased campaign reach by 20% without increasing overall spending.

Daily audience reach provides another distinction. Edison's research indicates that ad-supported Spotify, Pandora and podcasts collectively reach 32% of Americans on a typical day, compared with 56% for AM/FM radio.

Bouvard also addresses advertiser skepticism about radio's return on investment. Nielsen's Global Media Mix Modeling Benchmarks rank AM/FM radio second globally in advertising ROI, generating an average return of $2 for every dollar invested. In the U.S., radio ranks fourth among 12 measured media categories, delivering $2.14 for every advertising dollar.

Additional attribution research conducted by LeadsRx for Westwood One found that AM/FM radio advertising generated an average 14% increase in website traffic across 17 campaigns measured over five years.

The report concludes by challenging the perception that radio advertising cannot be measured as effectively as television or digital media. Westwood One maintains that modern attribution and measurement tools can evaluate radio's contribution to website visits, sales and other advertising outcomes.

The findings underscore the gap between advertiser assumptions and audience measurement data, with Bouvard arguing that radio remains an important component of advertising strategies seeking broader reach and measurable results.

Read the complete Cumulus Media | Westwood One Audio Active Group blog here.