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

Kyle Youmans Named New Voice of the Ravens Kyle Youmans The Baltimore Ravens have named Kyle Youmans as the new "Voice of the Ravens," succeeding longtime play-by-play announcer Gerry Sandusky, who retired in April after 20 seasons in the role. Youmans will serve as the team's radio play-by-play announcer for in-season broadcasts and call Ravens preseason More

CMG Names Jules Riley Atlanta Programming Chief Jules Riley Cox Media Group (CMG) has appointed Jules Riley as Director of Operations and Programming for its Atlanta radio cluster, overseeing the programming strategy and daily operations for WSB-FM, WSRV and WALR. In her new role, Riley will oversee content and operational leadership across the stations, working More

Cumulus Promotes Jay Davis to Regional VP Jay Davis Cumulus Media has promoted Jay Davis to Regional Vice President, expanding his leadership responsibilities to include oversight of the company's six-station cluster in Colorado Springs, CO, while continuing to lead its Oklahoma City operations. Davis will retain his role as Vice President & Market Manager More

Advertisement

Caroline Beasley Inducted Into FAB Hall of Fame Caroline Beasley Beasley Media Group CEO Caroline Beasley has been inducted into the 2026 Florida Broadcasters Hall of Fame, one of the industry's highest honors, during the Florida Association of Broadcasters' Annual Conference at The Breakers Resort in Palm Beach, FL. The Hall of Fame recognizes broadcasters whose More

Heather Roberts Named News Director at KXL Portland Heather Roberts Connoisseur Media has promoted Heather Roberts to News Director at KXL in Portland, OR, expanding her leadership responsibilities at the heritage News/Talk outlet while she continues as co-anchor of Portland's Morning News. In her new role, Roberts will oversee the editorial direction of KXL's newsroom, More

BFOA Giving Day Supports Broadcasters in Need Broadcasters Foundation of America (BFOA) The Broadcasters Foundation of America (BFOA) will hold its annual Giving Day on Thursday, raising funds to support radio and television professionals facing severe financial hardship caused by debilitating illness, natural disasters, and other life-altering circumstances. The More

Return to Menu