Study: AM/FM Radio Delivers Student Prospects

RADIO ONLINE | Monday, January 30, 2023

Cumulus Media

The Cumulus Media | Westwood One Audio Active Group fielded a national study with MARU/Matchbox to examine the size of prospective student segments and their media habits. The latest August, 2022 study included 1,003 participants and was conducted as a second wave to a 2018 study that explored media habits among prospective students. This week's Cumulus Media | Westwood One Audio Active Group blog outlines the key findings and makes a case for using audio to reach prospective students.

• 45% of adults are considering, willing, or planning to pursue an education online

• 74% of online education intenders are between the ages 18-49

• TV campaigns of online universities generate very low reach among adults 18-49

• According to Nielsen, among 18-49s, AM/FM radio dramatically outreaches TV in weekly reach (84% to 61%)

• Reallocating 20% of a TV buy to AM/FM radio causes significant growth in campaign reach; TV buys for Southern New Hampshire University and University of Phoenix would see reach double with the addition of AM/FM radio

• While existing media plans primarily consist of TV and digital buys, audio should play a much bigger role: The optimal media plan targeting prospective online students allocates 45% to audio (12% podcasts and 33% AM/FM radio), 35% to social media, and 20% to TV