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

KiKi B. Jones Named WAMO Pittsburgh Brand Manager KiKi B. Audacy has elevated KiKi B. Jones to Brand Manager of WAMO 107.3 in Pittsburgh. In her new role, Jones will oversee the station's content strategy, talent, operations and branding while continuing to host middays weekdays from 10am-4pm ET. "I've had the privilege of knowing KiKi for over 10 years and More

Study: Radio Campaign Drove Retail Foot Traffic Cumulus Media and Westwood One An AM/FM radio advertising campaign for a major retailer generated a 34% lift in foot traffic during a Valentine's Day promotion, according to a new analysis highlighted by the Cumulus Media | Westwood One Audio Active Group. The study, conducted by location analytics firm Placer.ai, examined store More

BFOA Names First Scholarship Fund Recipients Broadcasters Foundation of America (BFOA) The Broadcasters Foundation of America (BFOA) has named Nathaniel Bradley and Inoa Manfredy as the inaugural recipients of its Scholarship Fund, with each receiving $10,000 toward college tuition. The needs-based program was created to support students from broadcast families who are More

Advertisement

SiriusXM Names Sean Gibbons Chief P&T Officer Sean Gibbons SiriusXM has promoted Sean Gibbons to Senior Vice President and Chief Product and Technology Officer, overseeing product and technology operations across SiriusXM and Pandora. Gibbons will report to SiriusXM CEO Jennifer Witz and join the company's Executive Leadership Team. His responsibilities include More

1010 WINS Sets 25th Anniversary 9/11 Coverage Audacy's 1010 WINS in New York will provide extensive live coverage of events marking the 25th anniversary of the September 11 terrorist attacks on Friday. Coverage will begin at 8:30am ET with the annual 9/11 Memorial ceremony. Reporters Juliet Papa and Scott Stanford will More

Nina Blanco Named Mix 100 Denver Morning Host Nina Blanco KIMN-FM (Mix 100) in Denver has named Nina Blanco as its new morning host, teaming her with Josh Griesemer for "Denver's Morning Show with Nina & Josh," weekdays from 6-10am. According to KSE Radio, the appointment makes Blanco the first Hispanic woman to lead a morning show on a major commercial FM station More

Return to Menu