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Nielsen Study Finds AM/FM Radio Makes Your TV Better
RADIO ONLINE | Friday, July 6, 2018 |
In a first-ever Nielsen cross-media study using PPM data to measure TV and AM/FM radio audiences (commissioned by Westwood One) found that radio can make TV better. The study revealed that AM/FM radio reaches 90% of light TV viewers. These viewers represent a large portion of TV's audience but comprise only a small percentage of TV time spent and commercial impressions. A small reallocation of a TV media plan to broadcast radio can result in a significant lift in campaign reach in addition to driving growth in brand awareness, consideration and purchase.
The study found that light and non-TV viewers, ages 18-49, only comprise 9% of total TV impressions. Found across all demos, light TV viewers include young viewers as 44% of those ages 12-17 represent only 9% of total TV commercial impressions. Broadcast radio reaches 88% of this demographic and 45% of persons ages 18-34 viewers, which represent only 7% of total TV commercial impressions, with radio reaching 89%.
Westwood One Chief Insights Officer Pierre Bouvard said, "Per Nielsen's CommsPoint media-planning software, you can expect a 40% lift in campaign reach by allocating 20% of the TV budget to AM/FM radio."
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