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

Radio Hall of Fame Announces 2026 Nominees Radio Hall of Fame The Museum of Broadcast Communications has announced the 24 nominees for the 2026 Radio Hall of Fame class. Nominees were selected by the Radio Hall of Fame Nominating Committee, with input from both industry professionals and listeners. Voting will begin April 24 and run through More

Cumulus Names Bill Smith VP/Market Mgr in Oxnard Bill Smith Cumulus Media has appointed William E. "Bill" Smith as Vice President and Market Manager for its Oxnard-Ventura, CA, operations. Smith joins Cumulus from American General Media, where he served as General Manager of its Bakersfield stations. His previous experience includes roles as Local Sales Manager for More

Gator Harrison Named K-LOVE Chief Media Officer Gator Harrison K-LOVE has named Gator Harrison as Chief Media Officer, overseeing the K-LOVE and Air1 radio networks, as well as live events and partnerships. Harrison joins the organization after a nearly 40-year career in radio, most recently serving as Senior Vice President of Programming at iHeartMedia. His background More

Advertisement

Mike McVay Honored with MIW Impact Award Mike McVay Mentoring and Inspiring Women in Radio (MIW) has named Mike McVay, President of McVay Media, as the recipient of the third annual Erica Farber Impact Award. The award recognizes individuals who contribute time, expertise and resources to drive meaningful change and support industry advancement. McVay was More

S&P: Podcast Listening Jumps as Video Drives Growth S&P Global Market Intelligence Podcast consumption in the U.S. continues to expand, with nearly 60% of online adults now reporting they listen to podcasts, according to a new analysis from S&P Global Market Intelligence. The report shows a 10-percentage-point increase in early 2026, driven in part by the growing influence of video podcast More

Bleav Adds Alvarez, Waller to Ad Leadership Maryann Alvarez and Gretchen Waller Bleav has expanded its advertising leadership team with the hiring of Maryann Alvarez (far left) and Gretchen Waller as Directors of Partnerships. Alvarez and Waller will be responsible for developing partnerships with brands and agencies, while driving sponsorship, advertising More

Return to Menu