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

CBS News Radio to Shut Down After Nearly 100 Years CBS News Radio CBS News will shut down its long-running radio news service, CBS News Radio, on May 22, ending a nearly century-old operation as part of broader cuts within the division. The decision was announced Friday in a memo from CBS News editor-in-chief Bari Weiss and president Tom Cibrowski, who said the move More

Maryland Media One Launches Seaboard Networks Seaboard Networks Maryland Media One has launched Seaboard Networks, a new radio programming and syndication company offering 24/7 turnkey formats and syndicated content to stations across the country. The company will focus on developing and distributing both music-driven and More

Veteran Radio Voice Jock Blaney Dies Jock Blaney Frank "Jock" Blaney, a longtime radio broadcaster, producer and voice artist whose career spanned decades in Wyoming and beyond, has passed away, according to reports circulating among radio industry colleagues. Blaney began his career shortly after high school in Sheridan, WY, working at KROE before More

Advertisement

Murphy, Sam & Jodi Win 9th LAB Morning Show Honor Murphy, Sam & Jodi Premiere Networks-syndicated "Murphy, Sam & Jodi" has earned a 2026 Prestige Award from the Louisiana Association of Broadcasters (LAB) in the "Best Morning Show Large Market" category, marking the program's ninth consecutive win in that category. In addition to the top morning show honor, the program More

Yung Joc Morning Show Debuts on Hot 98.7 St. Louis Yung Joc Superadio Networks and Core Radio Group have announced that syndicated Yung Joc & The Streetz Morning Takeover will debut in St. Louis on Audacy's KEZK-HD2 (Hot 98.7) beginning Monday, March 23. Hosted by hip-hop artist and media personality Yung Joc, the show features a mix of music, celebrity More

Radio Trust Stands Out in AI-Driven Media Era Katz Radio Group As artificial intelligence continues to reshape the media landscape, a new challenge is emerging for both consumers and advertisers: trust. According to a new post from Katz Radio Group, the rapid rise of AI-generated content -- from articles and images to voices and ad campaigns -- More

Return to Menu