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

Trump Nominates Danielle Thumann Severs to FCC Danielle Thumann Severs President Donald Trump has nominated Danielle Thumann Severs to serve as a Commissioner on the Federal Communications Commission, a move that could expand the agency's Republican majority if she is confirmed by the Senate. The remaining Republican seat has been vacant since June 30, 2024. Thumann Severs More

Kennedy Elsey Receives 2026 MIW Airblazer Award Kennedy Elsey Kennedy Elsey, co-host of "Karson & Kennedy" on Audacy's WBMX-FM (MIX 104.1) in Boston, has received the 2026 Mentoring and Inspiring Women in Radio (MIW) Airblazer Award. Elsey formally accepted the honor during the Talentmasters Morning Show Boot Camp (MSBC) Luncheon in Cleveland. Established by MIW More

Gomez Blasts FCC Vote to End TV Ownership Cap FCC Commissioner Anna Gomez FCC Commissioner Anna Gomez is criticizing the Commission's vote to eliminate the 39% national television audience ownership cap, arguing that the agency lacks the legal authority to make the change without congressional action. The FCC voted during its August Open Meeting to eliminate the restriction, More

Advertisement

Skyrocket Radio Launches CaptureRelay Mobile App Capture Relay Skyrocket Radio has launched CaptureRelay, a new mobile app designed to help radio stations quickly build libraries of original local photography by sending images directly from employees' phones to station websites. Available for iPhone and Android devices, CaptureRelay allows approved staff members to More

Townsquare Q2 Digital Growth Offsets Broadcast Decline Townsquare Media Townsquare Media reported second quarter 2026 results that met its previously issued guidance, as accelerating digital advertising growth helped offset continued weakness in broadcast advertising. The company posted second-quarter net revenue of $115.4 million, essentially flat from a year More

UF, Saga Form Seven-Year WRUF Sales Partnership Saga Communications The University of Florida College of Journalism and Communications and Saga Communications have entered into a seven-year Joint Sales Agreement and strategic partnership for WRUF-AM (ESPN 98.1/850 WRUF) and Country WRUF-FM (103.7 The Gator) in Gainesville, FL. Effective September More

Return to Menu