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

Southern California Radio Veteran Craig Carpenter Dies Craig Carpenter Southern California radio personality Craig "Sea" Carpenter, whose distinctive voice was heard on many of the region's legendary rock stations during the 1970s, 1980s and 1990s, died June 1 following a short illness. He was survived by his children, siblings and extended family. Carpenter built a lengthy More

Massachusetts Broadcasters Hall Honors Radio Veterans Massachusetts Broadcasters Association (MBA) The Massachusetts Broadcasters Association inducted seven broadcasting professionals into the Massachusetts Broadcasters Hall of Fame during a ceremony held June 4 at the Renaissance Hotel and Conference Center in Framingham, recognizing distinguished careers in radio and television. Among the 2026 More

Charlie & Debbie Move to Mornings on WSOC-FM Charlie & Debbie Longtime WSOC-FM (Country 103.7) Charlotte personalities Charlie & Debbie are named the Beasely outlet's new morning show hosts. The duo will officially take over mornings beginning June 22. Charlie & Debbie have been a familiar presence on the station for more than two decades. Their move from afternoons to More

Advertisement

NASCAR Broadcaster Ned Jarrett Dies at 93 Ned Jarrett NASCAR Hall of Famer and longtime Motor Racing Network broadcaster Ned Jarrett has died at the age of 93. According to a statement released by his family, Jarrett passed away peacefully of natural causes on June 4 at his home in Newton, NC, surrounded by family. "Our father was a devout Christian and a More

iHeart Shareholders Approve Expanded Incentive Plan iHeartMedia iHeartMedia shareholders have approved a significant expansion of the company's long-term incentive compensation program, authorizing an additional 13 million shares for employee equity awards and extending the plan for another decade. The changes were approved during iHeartMedia's Annual Meeting of More

Report: Audio Remains Key for Small Business Growth Audacy Insights Small businesses face increasing pressure to make every marketing dollar count as they navigate a growing number of advertising channels and heightened demands to demonstrate return on investment, according to a new Audacy Insights report. The report, entitled "Small Business Budgets. Big Expectations. More

Return to Menu