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

Zoe Burdine-Fly Retires from Connoisseur Media Zoe Burdine-Fly Connoisseur Media has announced the retirement of Senior Vice President Zoe Burdine-Fly, concluding a radio career that spans more than four decades. Burdine-Fly was a member of the company's leadership team and worked closely with staff across multiple markets during her tenure. Her experience includes more More

Q99.7 Atlanta Debuts New Morning Show Lineup Joe Breezy, Daena ''DK'' Kramer, and Cort Freeman CHR WWWQ-FM (Q99.7) Atlanta will launch a new morning program, "The Q Morning Crew," beginning Monday, March 30. The show will air weekdays from 6-10am, replacing the longtime "The Bert Show," which had been a fixture on the station for 25 years. The new program More

Beasley, Blaylock Named to FL Broadcast Hall Florida Association of Broadcasters (FAB) The Florida Association of Broadcasters (FAB) will honor two longtime industry leaders, Caroline Beasley and Jeannie Blaylock, as the 2026 inductees into the Florida Broadcasters Hall of Fame. The pair will be recognized during the 2026 Florida Broadcasters Hall of Fame Gala and More

Advertisement

Cumulus Promotes Park to Regional VP in Indiana Darlene Park Cumulus Media has promoted Darlene Park to Regional Vice President for Central Indiana, expanding her leadership role to include oversight of the company's Country stations in Kokomo and Muncie. In her new position, Park will continue to oversee Cumulus Indianapolis and its six stations while adding More

Connoisseur Sells South Dakota Stations to Local Group Connoisseur Media Connoisseur Media has reached an agreement to sell its radio outlets in Brookings, SD, to locally owned Brookings Radio LLC. The buyer is led by longtime market manager Cami Powers, along with her husband Derrick Powers and Chad Hogie. The deal includes KBRK-AM and KBRK-FM in Brookings, KDBX-FM in Clear More

Superadio to Syndicate Heidi & Frank Show Heidi & Frank Show Superadio Networks has entered into a syndication partnership with Toad Hop Network to expand The Heidi & Frank Show to radio stations nationwide. Under the agreement, Superadio will handle national syndication and advertising sales for the Los Angeles-based More

Return to Menu