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

2026 National Edward R. Murrow Winners Announced Edward R Murrow Awards The winners of the 2026 National Edward R. Murrow Awards have been announced, recognizing outstanding achievements in broadcast and digital journalism. The annual honors recognize reporting that informs communities, holds those in power accountable and demonstrates excellence in More

Saga Q2 Revenue Falls 6.5% to $26.4 Million Saga Communications Saga Communications reported second quarter 2026 net revenue of $26.4 million, down 6.5% from $28.2 million in the same period a year ago. Station operating income fell 50.6% to $3.0 million. Station operating expenses increased 5.4% to $23.4 million, or 3.9% excluding non-cash More

Nick Rivers Joins Beasley Charlotte as Assistant PD Nick Rivers Beasley Media Group has named Nick Rivers Assistant Program Director for Country WSOC-FM (Country 103.7) and AC WKQC-FM (K104.7) in Charlotte, effective August 24. Rivers will also host afternoon drive on Country 103.7, filling the opening created by Charlie & Debbie's recent move to mornings. Rivers More

Advertisement

Cumulus Media Cuts Three at WVBO in Appleton Jay Philpott Cumulus Media has parted ways with three staffers at Classic Hits WVBO-FM (103.9) in Appleton-Oshkosh, WI, including Operations Manager and Program Director Jay Philpott (pictured). Philpott tells RADIO ONLINE that he was let go Wednesday (8/12), along with WVBO morning host Steve McGrath and midday More

Lee Harris Exits WABC, Worldwide News Network Lee Harris Veteran broadcaster Lee Harris is leaving Red Apple Media less than three months after joining the company to help launch the Worldwide News Network. Harris joined Red Apple Media in May as Vice President of News for the Worldwide News Network, which launched May 23 following the shutdown of CBS News More

K-LOVE Inc. Closes on Acquisition of WZBA in Baltimore WZBA in Baltimore K-LOVE, Inc. has closed on its previously announced acquisition of Classic Rock WZBA-FM (100.7 The Bay) and two associated FM translators serving the Baltimore market from Shamrock Communications. The transaction includes WZBA-FM (100.7 MHz) licensed to Westminster, MD, along with translators W261CD More

Return to Menu