Study Finds AM/FM Radio Elevates The Media Plan
RADIO ONLINE | Monday, April 8, 2024 |
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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.
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