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

Salem Media Reports 2025 Revenue Decline, Net Loss Salem Media Salem Media Group reported lower revenue and a net loss for 2025, according to its annual report for the year ended December 31, 2025. The Christian and conservative multimedia company posted total net revenue of $212.7 million in 2025, down from $237.6 million in 2024, a decline of roughly 10% year over More

iHeartMedia Partners With Global Gaming League iHeartMedia and Global Gaming League iHeartMedia has announced a new production, marketing and distribution agreement with the Global Gaming League (GGL), expanding the company's presence in gaming culture through original podcast content. Under the partnership, iHeart will serve as GGL's audio partner, collaborating on a slate of original More

Westwood One to Air Every Game of NCAA Tournament Westwood One Sports Westwood One will once again provide full audio coverage of the NCAA Division I Men's Basketball Championship, broadcasting every game of the tournament from the First Four through the national title game. Coverage begins March 17 at 6:30pm ET ahead of the First Four and continues through the National More

Advertisement

Habrowski Returns to Detroit for ALT 98.7 Mornings Amanda Habrowski WDZH-FM (ALT 98.7) in Detroit has named Amanda Habrowski as the station's new morning host. "Amanda in the AM" will debut March 12 and air weekdays from 6-10am ET. Most recently, she served as Content Director and afternoon host at KYMT (93.1 The Mountain) in Las Vegas. Her career has also included stops in More

XYZ with Erik Zachary Adds New Affiliate Stations Eric Zachary Skyview Networks-syndicated "XYZ with Erik Zachary" has expanded its affiliate lineup, bringing the weekday program to more than 35 stations nationwide. The show recently launched on Beasley Media stations WNKS-FM (KISS 95.1) in Charlotte and WHHD-FM (HD98.3) in Augusta. It has also joined the lineup at More

TuneIn to Stream Full NCAA Tournament Audio Coverage TuneIn TuneIn will provide complete audio coverage of the NCAA Division I Men's Basketball Tournament through its partnership with Westwood One. Beginning March 17, TuneIn Premium subscribers will be able to follow all 68 teams throughout the tournament, culminating with the national More

Return to Menu