Report: RAB Offers Guidance on Radio Ad Frequency

RADIO ONLINE | Monday, June 8, 2026 | 3:01pm CT

Cumulus Media | Westwood One

A new blog from the Cumulus Media | Westwood One's Audio Active Group is challenging common assumptions about radio advertising frequency, arguing that many advertisers and sellers significantly underestimate the number of commercials needed to achieve campaign goals.

In the latest blog, Pierre Bouvard examines one of the most common questions received by RAB: "How many ads should I run per week?" The answer, he says, depends on the advertiser's objective.

The report outlines four campaign intensity levels developed through a partnership between RAB and Cumulus Media | Westwood One. The categories range from a minimum or "very light" schedule reaching roughly one-third of a station's audience, to a "launch" or heavy schedule capable of reaching 78% of listeners.

The study found that ad frequency requirements vary widely by radio format and audience behavior. A key factor is a station's "turnover" rate -- a calculation based on weekly cumulative audience divided by average quarter-hour listenership. Higher-turnover stations require more commercials to achieve the same audience reach goals.

According to the report, a medium or "high impact" campaign should reach about two-thirds of a station's audience an average of three times per week. This approach mirrors recommendations from the Wizards of Ads agency, which advocates continuous year-round advertising at that level.

Research cited in the blog suggests both agencies and radio sales professionals consistently underestimate the number of commercials needed for medium and heavy campaigns. An RAB survey found agencies believed 33 weekly spots were needed to reach two-thirds of a station's audience, when the actual average requirement was closer to 51 spots. Similarly, agencies estimated 46 weekly spots were needed to reach 78% of a station's audience, while the study found more than 100 weekly spots were often necessary.

The blog also references a Media Monitors analysis showing that most radio advertising schedules fall well below those levels. Of more than 183,000 commercials analyzed across 1,685 stations, only 2% of campaigns qualified as heavy schedules and just 4% were considered medium-impact campaigns. Nearly three-quarters of schedules were classified as very light.

Additional findings from an iHeartMedia and LeadsRx attribution study indicate a direct relationship between advertising volume and website traffic. The study of 310 auto dealers found website visits increased as the number of daily radio ads rose, with campaigns running 40 or more daily spots generating a 55% increase in traffic.

Bouvard concludes that advertisers should align schedule intensity with campaign objectives and avoid expecting major results from light schedules. For radio sellers, he recommends building proposals around clearly defined campaign goals and educating clients on the reach and frequency required to achieve them.

Read the entire blog post here.