Study Finds AM/FM Radio Elevates The Media Plan

RADIO ONLINE | Monday, April 8, 2024 | 10:55am CT

Cumulus Media and Westwood One

This week's Cumulus Media | Westwood One Audio Active Group blog examines a recent study from Nielsen that reveals how AM/FM radio elevates the media plan with dramatic lifts in incremental reach among light TV viewers and younger demographics. The study found that the addition of AM/FM radio to the media plan generates massive incremental reach among light TV viewers and young demos.

Other key takeaways:

• The same TV/CTV/digital buy from the prior year delivers 12% less reach.

• Contrary to belief, shifting more budget from TV to CTV/digital does not generate incremental reach.

• With just a 20% share shift, AM/FM radio elevates the digital/TV media plan with significant incremental reach growth.

• Nielsen: Among persons 18-34 and 18-49, AM/FM radio has surpassed TV in average audience. Among persons 25-54, AM/FM radio is closing in on TV.

Advertisement

AM/FM Radio Leads In-Car Listening Among EV Users Edison Research at SSRS AM/FM radio continues to account for the largest share of in-car audio listening among Americans, including electric vehicle (EV) drivers and passengers, although its share is notably lower among EV users, according to new findings from Edison Research's Share of Ear study. The research, presented during More

RTDNA Survey Finds Modest Gains in Radio News Staffing RTDNA Radio newsroom staffing showed modest improvement in 2025, with the median number of full-time news employees returning to two after declining the previous year, according to the latest RTDNA/Newhouse School at Syracuse University Survey. The annual survey found that the average More

Podmerse Launches Podcast Sponsorship Database Podmerse Podmerse has launched a publicly available podcast sponsorship database designed to help podcasters identify potential advertisers and provide media buyers with information about where competing brands are placing their podcast advertising. The platform tracks more than 2 million More

Advertisement

Triton Digital Completes First AI-Driven Audio Ad Buy Triton Digital Triton Digital has completed what it describes as the audio industry's first fully automated, agent-to-agent advertising transaction using its newly launched Seller Agent. The campaign was executed with Talpa Media, digital agency Draft Digital and advertiser Otrium. According to More

Brandon 'Scoop B' Robinson to Launch Media Network Scoop B and Crossover Media Group Sports journalist and national basketball insider Brandon "Scoop B" Robinson has announced plans to launch a multimedia digital network in early 2027, featuring original audio and video programming focused on sports, entertainment, music and lifestyle culture. The More

WNBU to Launch All-Christmas Format November 1 WBNU-FM Greenville NC Inner Banks Media has announced that WNBU (94.1 FM) along the North Carolina coast and its 102.7 FM signal in Greenville will switch to an all-Christmas music format beginning Sunday, November 1, bringing nearly two months of holiday programming to listeners across Eastern More

Return to Menu