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

Urban One Dallas Realigns Three-Station Lineup Urban One Urban One Dallas has announced a programming realignment across its three-station Dallas-Fort Worth cluster, including new and returning personalities at KBFB (97.9 The Beat) and KKDA (K104) and a new music direction for 105.7 KRNB. At 97.9 The Beat, Radio Hall of Famer Rickey More

Study: Broad Ad Reach Key to Driving Brand Growth Cumulus Media | Westwood One New marketing research suggests advertisers looking for long-term growth should focus on reaching a broad audience rather than concentrating heavily on consumers who are already in the market to buy. The findings are highlighted in a new Cumulus Media | Westwood One Audio Active Group analysis from Pierre More

Mary Louise Kelly Stepping Down as NPR Host Mary Louise Kelly (photo credit: Mike Morgan, NPR) Mary Louise Kelly is stepping down as co-host of NPR's "All Things Considered" and host of the network's "Sources & Methods" podcast after more than eight years in the ATC anchor chair. The week of November 2 will be Kelly's final week as co-host of "All Things Considered," while she will sign off from More

Advertisement

Billy Brown Returns to WKWS as Morning Host Billy Brown Billy Brown has returned to WKWS-FM (Superstar Country 96.1 KWS) in Charleston, WV, as morning host. The move marks a return to the station for Brown, who previously spent five years at WKWS from 2017 through 2022. Most recently, he was part of the on-air lineup at crosstown WQBE. "I'm really glad to More

Radio Ads Reach Consumers Ready to Act Katz Radio Consumers influenced by radio advertising are more likely to be planning purchases and activities across several high-value categories than consumers influenced by advertising overall, according to a new analysis from Katz Radio Group. For its latest "Sound Answers" report, Katz More

Hubbard Launches 'Bull Classics' in Seattle KPNW-FM-HD2 (Bull Classics)/Seattle Hubbard | Media That Connects has launched "Bull Classics," a new Classic Country format airing on KKNW-AM (1150) and KPNW-FM-HD2 (98.9) in Seattle. The format features Country favorites from artists including George Strait, Alan Jackson, Reba McEntire, Garth Brooks, Brooks & Dunn, Shania Twain and Toby More

Return to Menu