Cumulus Unveils Audio Planning Guide for Marketers

RADIO ONLINE | Monday, September 8, 2025 | 2:58pm CT

Cumulus Media and Westwood One

Cumulus Media | Westwood One's Audio Active Group has released its latest Audio Planning Guide, aimed at answering key questions from marketers and agencies about audio strategy. The report draws on data from Edison Research's "Share of Ear," Nielsen's Nationwide, and Nielsen Media Impact to provide insights into ad-supported audio planning.

The guide addresses topics such as media plan allocations, reach potential, daypart distribution, and campaign weight thresholds. Findings show that AM/FM radio remains the dominant ad-supported audio platform, holding a 66% share-13 times larger than Spotify and 16 times larger than Pandora. Podcasts rank as a strong second, particularly among younger audiences.

The report challenges misconceptions that buying digital audio alone covers the market. Edison data shows that Spotify, Pandora, and podcasts combined only reach 30% of Americans daily. Adding AM/FM radio raises daily reach to 75%.

Other findings dispel the notion that radio is strictly a "drive time" medium, with 58% of listening occurring outside morning and afternoon commutes. Nielsen data confirms consistent AM/FM radio listening across seasons and holidays, making it a reliable channel for retail promotions.

Marketers are advised that reallocating 20% to 30% of digital or TV budgets to AM/FM radio can significantly increase incremental reach. Nielsen studies show that such shifts can boost campaign reach by 75%, with AM/FM radio delivering the largest lift among younger adults.

The Audio Active Group positions AM/FM radio as an essential element in maximizing reach and efficiency in today's media mix.

Read the full blog post here.