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

Magnum to Acquire Sparta-Tomah Radio Outlets Magnum Media Magnum Communications has reached an agreement to acquire four western Wisconsin radio outlets from Sparta-Tomah Broadcasting Co., with an application for the sale to be filed with the FCC. The transaction includes Country WCOW-FM (97.1), News/Talk WKLJ-AM (1290), translator More

97 Rock Adds Peck, Sylvester to Bills Coverage Paul Peck and Kevin Sylvester As Buffalo Bills football returns to WGRF-FM (97 Rock), the station is expanding its game day coverage with the addition of veteran Buffalo sportscasters Paul Peck and Kevin Sylvester. The pair will host the first two hours of the station's pregame coverage, beginning four hours before kickoff each week. More

Entravision Expands AI Co-Hosted Show to Five Markets Geraldine ''GeeGee'' Guzman and Coyotec Entravision has expanded its AI-powered radio show featuring Geraldine "GeeGee" Guzman and Coyotec, the industry's first Latino AI radio personality, to five additional markets across its Fuego Network. The multi-market rollout began Monday, August 3, bringing the duo's bilingual, culture-focused program More

Advertisement

Throwback Nation Adds Three Connoisseur Affiliates Throwback Nation with Tony Lorino Throwback Nation with Tony Lorino has expanded its national reach with the addition of three Connoisseur Media stations through its syndication partner, Skyview Networks. The nightly program launched Monday on KRBI-FM in Mankato, MN, KYTC-FM in Mason City, IA, and KLAK-FM in Sherman, More

Urban One Posts Lower Q2 Revenue, Narrows Loss Urban One Urban One reported lower second-quarter revenue as advertising softness continued across several business segments, though the company significantly reduced its net loss and said revenue trends improved sequentially from the first quarter. For the quarter ended June 30, Urban One More

Country Radio Hall of Fame Honors Seven Leaders Country Radio Hall of Fame Seven influential country radio broadcasters and programmers were inducted into the Country Radio Hall of Fame on Monday during the 2026 Country Radio Broadcasters (CRB) induction ceremony at the Virgin Hotel Nashville. The event recognized air personalities Chris Carr, Michael More

Return to Menu