AM/FM Radio Expands its Ratings Lead Over TV

RADIO ONLINE | Tuesday, March 5, 2024

Cumulus Media and Westwood One

Nielsen just released Total Audience Report from Q3 2023 revealing AM/FM radio continues to be America's number one mass reach media. Among persons 18 , AM/FM radio out reaches social media, online video, TV/internet-connected devices and TV. This week's Cumulus Media | Westwood One Audio Active Group blog outlines how AM/FM radio has expanded its rating lead over TV as well as smashes the AM/FM radio drive-time myth.

• Among persons 18-49, AM/FM radio has pulled away from TV with a 12% average audience advantage, according to Nielsen's Q3 2023 Total Audience Report.

• AM/FM radio reaches 40% more persons 18-49 than TV. Daily time spent with TV and AM/FM radio are now virtually tied.

• TV is what is playing in God's waiting room: Half of the linear TV audience is 65 .

• Perception: Advertisers estimate more than half of all AM/FM radio listening happens at "drive times." The reality is only 41% of AM/FM radio time spent occurs during drive times.

• Nielsen reality: Middays are number one at 26% of total AM/FM radio time spent. Weekend listening is greater than suspected and has as much listening (20%) as morning and afternoon drive.

• Media planning best practice: Allocate weight across all days and time periods to grow reach.