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

Radio Hall of Fame Inducts Eight in Class of 2026 Radio Hall of Fame The Radio Hall of Fame welcomed eight new members during its 2026 induction ceremony and dinner Thursday, October 8, at the Fairmont Chicago, Millennium Park, recognizing broadcasters and industry executives whose careers have made significant contributions to radio. The Class of More

Veteran Broadcast Engineer John Bisset Dies at 73 John Bisset John Bisset, a longtime broadcast engineer, industry educator and author of Radio World's popular "Workbench" column, has died following a period of illness. He was 73, according to Radio World, which reported his passing October 8. Bisset spent 55 years in broadcasting, building a career that included More

Emily Exits WDJX Louisville After Four Years Emily Mahurin Emily on the Radio (aka Emily Mahurin) is departing Connoisseur Media's CHR WDJX-FM (99.7 DJX) in Louisville after four years in afternoon drive to pursue a career opportunity outside the radio industry. Mahurin announced her departure in an Instagram post, reflecting on her decision to relocate to More

Advertisement

Benztown Produces Tribute to NFL Legend Mike Ditka Benztown Tribute to Mike Ditka Benztown has produced an audio tribute honoring legendary NFL player and coach Mike Ditka, who died Friday, October 9, at age 86. The tribute was voiced by Darren Silva and written and produced by Thomas Green. Ditka, one of professional football's most recognizable personalities, was best known for More

BIA Forecast Sees Radio Digital Growth in 2027 BIA Advisory Services Local radio advertising revenue is projected to decline in 2027 as political spending subsides, but continued digital growth and opportunities in key advertiser categories offer reasons for optimism, according to BIA Advisory Services. In a post on the Radio Advertising Bureau's (RAB) "This is Radio" More

Podtrac Releases September 2026 Podcast Rankings Podtrac Podtrac has released its September 2026 rankings of the top U.S. and global podcast publishers and networks, along with its latest list of the 20 most popular podcasts based on unique monthly audience in the U.S. According to Podtrac, eight participants in its U.S. publisher and network rankings recorded More

Return to Menu