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

On-Demand Audio Now Accounts for Majority of Listening Edison Research at SSRS On-demand audio platforms now account for the majority of Americans' audio listening time, according to the latest Share of Ear data from Edison Research. The study finds that 56% of all time spent with audio in 2026 is now devoted to on-demand sources, including streaming music services and podcasts, More

Colorado Public Radio Adds Four to Board Colorado Public Radio Colorado Public Radio (CPR) has elected four new members to its Board of Directors and approved its Fiscal Year 2027 work plan and budget during its June 17 board meeting, ahead of the new fiscal year that began July 1. Joining the board are Chris Castilian, Jessica Cavens, Noelle Hagan and Chris Jensen, More

Cox Media Group Names Bortnick VP of Local Revenue Danny Bortnick Cox Media Group (CMG) has appointed Danny Bortnick as Vice President, Local Revenue and Client Growth for its radio division, a newly created leadership role focused on strengthening client partnerships and driving local revenue growth. He joins the company on July 13. Bortnick will partner with CMG More

Advertisement

Study: AM/FM Dominates Audio Among Tesla Drivers Cumulus Media | Westwood One New research from Cumulus Media | Westwood One's Audio Active Group finds AM/FM radio remains the dominant ad-supported audio platform among Tesla drivers, reinforcing radio's value for automakers seeking to retain loyal customers and attract drivers from competing brands. In this week's blog, Pierre More

Isaac Carree Joins WALR for Inspirational Shows Isaac Carree Gospel artist and media personality Isaac Carree is joining the lineup at WALR (KISS 104.1) Atlanta, where he will host two new inspirational programs beginning weekdays and Sundays. Carree will host "Morning Inspiration" weekdays from 5-6am and "Sunday Morning Inspiration" Sundays from 8am-noon. Both More

Coleman Insights to Study Public Radio Underwriting Coleman Insights Coleman Insights, in collaboration with Greater Public, will launch a new qualitative research project examining the evolving landscape of public radio underwriting during next week's Public Media Growth Conference in Chicago. The study, entitled "The State of Public Radio More

Return to Menu