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.

SiriusXM Names Tubi's Anjali Sud CEO, Succeeding Witz Anjali Sud SiriusXM has named Tubi CEO Anjali Sud its next Chief Executive Officer, effective January 1, 2027. She will succeed Jennifer Witz, who is stepping down after nearly six years as CEO and will remain an adviser to the company through the end of 2027. Sud has served as an independent director on SiriusXM's More

WTMX Team Helps Raise $311,121 to Fight Breast Cancer WTMX-FM (101.9 The Mix) Chicago WTMX-FM (101.9 The Mix) in Chicago says its "Men of the Mix" team helped raise $311,121 for the American Cancer Society's Men Wear Pink campaign, finishing first among Chicago teams in total funds raised. Now in its seventh year, the station's effort is led by "The Morning Mix" More

P1 Study: Christmas Fans Favor Later Radio Start P1 Media Group Christmas classics remain strong listener favorites, but a growing majority would prefer radio stations to wait until Thanksgiving or later before switching to all-holiday programming, according to P1 Media Group's 2026 "America's Top 100 Christmas Songs" study. The nationwide survey, sponsored by More

Nielsen: Radio, Podcasts Capture 83% of Ad-Supported Audio Nielsen Radio and podcasts accounted for 83% of daily ad-supported audio listening time in the third quarter of 2026, according to Nielsen's latest edition of "The Record," which draws on Nielsen and Edison Research data. U.S. consumers spent an average of three hours and 55 minutes More

Newsmax to Buy Miami's WAQI, WQBA for $1.8 Million Newsmax Radio Newsmax has confirmed plans to acquire Miami AM stations WAQI (710 Radio Mambi) and WQBA (1140) from Latino Media Network for a reported $1.8 million. The deal would mark Newsmax's entry into radio station ownership. The company expects to begin operating and programming the stations in the coming months, More

WDAS, Power 99 Team Up for 1,000-Turkey Giveaway WDAS-FM and WUSL-FM Philadelphia iHeartMedia's WDAS-FM and WUSL-FM (Power 99) in Philadelphia are partnering with 1-800-TruckWreck to distribute 1,000 free turkeys to local families ahead of Thanksgiving. The community giveaway will take place Monday, November 9, from 2-6pm at Sharon Baptist Church, 3955 Conshohocken Avenue in Philadelphia. More

Return to Menu