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

Jackson Named Brand Manager of Chattanooga's KISS FM Dave Jackson Audacy has named Dave Jackson Brand Manager of WKXJ-FM (105.5 KISS FM) in Chattanooga, where he will oversee the CHR outlet's content strategy, talent, operations and branding. Jackson will continue in his current roles as Brand Manager of WFBC (B93.7_, The Block and Magic Upstate in Greenville, SC. More

Power4+ HBCU Esports League Unveils Name, Logo Power4 Plus HBCU PlayVS and Urban One have officially unveiled the name and logo for their new national HBCU esports competition, the Power4+ HBCU Esports League, while announcing that 25 historically Black colleges and universities have already committed to participate in its inaugural season beginning in February 2027. More

Hubbard South Florida Renews The KVJ Show The KVJ Show Hubbard Radio South Florida has signed a new long-term agreement with The KVJ Show, ensuring the morning program will remain on 97.9 WRMF for years to come. The renewal extends Hubbard's partnership with the morning team of Kevin Rolston, Virginia Sinicki, and Jason "J-Bird" More

Advertisement

94.9 The Bull Names Ashley Layfield as Program Director Ashley Layfield iHeartMedia Atlanta has announced two leadership additions at Country WUBL (94.9 The Bull), appointing Ashley Layfield as Program Director and Corey Calhoun as afternoon host. "These are two of the most exciting additions we've made to the Bull in recent years," said Jill Strada, Executive Vice President More

RAB Highlights Growing Power of In-Car Media Radio Advertising Bureau (RAB) The Radio Advertising Bureau (RAB) is spotlighting the continued strength of AM/FM radio in the automotive environment, arguing that advances in connected vehicle technology are making in-car media more engaging, measurable, and valuable for marketers than ever before. In a new thought leadership article More

Complex Named Brand Manager of Live 101.5 in Phoenix Ben 'Complex' Romero Audacy has promoted Ben 'Complex' Romero to Brand Manager of KALV-FM (Live 101.5) in Phoenix. In his new role, Romero will oversee the station's content strategy, talent, operations and branding. He will continue to serve as Brand Manager for KUDL-FM (106.5 The End) and 102.5 KSFM in Sacramento. "We are More

Return to Menu