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.

Audacy Names Zach Gelb Brand Manager of 104.3 WQAM Zach Gelb Audacy has named Zach Gelb Brand Manager of Sports 104.3 WQAM in Miami, following the first anniversary of the station's FM launch. Gelb will oversee content strategy, talent, operations and branding, including flagship coverage of the Florida Panthers, Miami Heat, Miami Marlins and University of Miami More

Bruno Mars, Kehlani Top 2026 iHeartRewind Rankings iHeart Rewind Bruno Mars was iHeartRadio's most listened-to artist of 2026, while Kehlani's "Folded" was the year's top song, according to the company's annual iHeartRewind rankings. The rankings are based on total audience spins (TAS) and streams across iHeartMedia's broadcast stations and the iHeartRadio app. Mars More

Audacy Launches Cheer Podcast With Tiki and Traci Double Down on Cheer Audacy will debut "Double Down on Cheer with Tiki and Traci" on Friday, November 13. The weekly podcast pairs former New York Giants running back and WFAN host Tiki Barber with his wife, nonprofit executive Traci Johnson, for conversations about competitive cheerleading, youth sports and parenting. New More

WNYC Names Molly Webster Co-Host of Radiolab Molly Webster WNYC New York has named science journalist Molly Webster co-host of "Radiolab" alongside Latif Nasser. Webster, who has spent 14 years as a reporter, producer and guest host on the public radio show and podcast, steps into the role ahead of its 25th anniversary in 2027. Webster succeeds Lulu Miller, who More

AM/FM, SiriusXM Index Highest In-Car, Edison Finds Edison Research at SSRS AM/FM radio and SiriusXM each record their strongest listening performance in the car, while YouTube and audiobooks peak at home, according to the latest Share of Ear findings from Edison Research at SSRS. Streaming music and podcasts index highest in locations outside the home, car and workplace. More

Garth Brooks to Buy WRLT Nashville for $3 Million WRLT (FM-100) Nashville Garth Brooks' The Sevens Network LLC has agreed to buy WRLT-FM (100.1) from Tuned-In Broadcasting for $3 million, pending FCC approval. Brooks plans to launch "FM-100," a Country station serving Nashville, while WRLT's current Adult Alternative format, "Lightning 100," will move to 106.3 FM after the sale More

Return to Menu