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

94.9 The Bull Names Ashley Layfield as Program Director Ashley Layfield iHeartMedia Atlanta has announced two leadership additions at Country WUBL (94.9 The Bull), appointing Ashley Layfield as Program Director and Corey Calhoun as afternoon host. "These are two of the most exciting additions we've made to the Bull in recent years," said Jill Strada, Executive Vice President More

RAB Highlights Growing Power of In-Car Media Radio Advertising Bureau (RAB) The Radio Advertising Bureau (RAB) is spotlighting the continued strength of AM/FM radio in the automotive environment, arguing that advances in connected vehicle technology are making in-car media more engaging, measurable, and valuable for marketers than ever before. In a new thought leadership article More

Complex Named Brand Manager of Live 101.5 in Phoenix Ben 'Complex' Romero Audacy has promoted Ben 'Complex' Romero to Brand Manager of KALV-FM (Live 101.5) in Phoenix. In his new role, Romero will oversee the station's content strategy, talent, operations and branding. He will continue to serve as Brand Manager for KUDL-FM (106.5 The End) and 102.5 KSFM in Sacramento. "We are More

Advertisement

Salem Elevates Young, Reisman to New Leadership Roles Linnae Young Salem Media has announced expanded leadership responsibilities for two longtime executives, promoting Linnae Young (pictured) and Jeff Reisman to corporate leadership positions, effective October 1. Young will assume the role of President of Broadcast Media while continuing to serve as Chief Revenue Officer. More

John Beck Joins Media Services Group as Managing Dir. John Beck Media Services Group has expanded its brokerage leadership team with the appointment of veteran broadcaster John Beck as Managing Director. Beck brings more than 40 years of experience spanning radio management, ownership, sales, programming, consulting, government relations, industry leadership and More

Urban One Extends CFO Peter Thompson Through 2029 Urban One Urban One has entered into a new employment agreement with Executive Vice President and Chief Financial Officer Peter D. Thompson, extending his tenure with the company through January 6, 2029. The agreement was disclosed in a Form 8-K filing with the Securities and Exchange More

Return to Menu