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

Westwood One Study Challenges Eight AM/FM Radio Myths Cumulus Media | Westwood One A new analysis from Cumulus Media's Westwood One Audio Active Group challenges eight common advertiser perceptions about AM/FM radio, citing research that shows the medium continues to deliver substantial audience reach, advertising effectiveness and return on investment. In the latest Audio Active Group More

SummitMedia Names Aaron Wilborn Omaha Market President Aaron Wilborn SummitMedia has appointed Aaron Wilborn as Market President of its Omaha operations, overseeing the company's radio stations, digital platforms and events business. Wilborn joins SummitMedia from Dick Broadcasting Company, where he has served as President since 2018, directing the company's radio group along More

WUSW Launches US Country Format in Buffalo WUSW (US Country) Buffalo Buddy Shula's Radio One Buffalo has launched US Country on WUSW in Buffalo, NY, introducing a Classic Country format featuring hits from the 1980s, 1990s and early 2000s. The station targets listeners throughout Western New York and Southern Ontario. Branded as "US Country - More

Advertisement

Ryan Gibbons Joins KAZR Des Moines for Mornings Ryan Gibbons Des Moines Media Group has named Ryan Gibbons the new morning host at Rock KAZR-FM (LAZER 103.3) in Des Moines, effective Monday, October 26. His arrival is accompanied by several changes to the station's weekday lineup. "I'm thrilled beyond words to join the legendary crew at LAZER 103.3," said Gibbons. More

WBAL to Launch Daily Baltimore Ravens Radio Show Michael Pierce and Kyle Youmans The Baltimore Ravens and WBAL NewsRadio have announced the launch of "Ravens Daily," a new two-hour, year-round radio program hosted by Ravens play-by-play announcer Kyle Youmans and former Ravens defensive lineman Michael Pierce. The show will debut Monday, November 9. Broadcasting live from the Ravens' More

KKBQ Houston Names Mason Pradt Midday Host Mason Pradt Radio One's KKBQ-FM (93Q) in Houston has named Mason Pradt its new midday host, airing weekdays from 10am-3pm. The promotion marks another step in Pradt's career at the Country outlet, where he began working more than a decade ago. A Houston native, Pradt joined 93Q in 2014 as a promotions assistant and has More

Return to Menu