Home Login
Subscribe
Subscribe Online Renew Subscription Free Ten Day Trial Subscription Info Buy Radio Station Data
RADIO ONLINE
Advertise
Buy Advertising Online Ad Package Information Ad Package FAQs Ad Control Panel Ad Setup Wizard
RSS Facebook
Daily News
Changes & Moves
Top News
Business News
FCC Daily Digests
FCC News
Newsletters
Report News
RSS

Report: AM/FM Radio and Digital Should Be the Base Buy


Cumulus Media and Westwood One
Cumulus Media and Westwood One

While local advertisers have a lot of different marketing options, a new analysis from Nielsen reveals that the most effective media plan consists of a base buy of AM/FM radio and digital solutions. This week's Cumulus Media | Westwood One Audio Active Group blog examines how advertising works and why AM/FM radio and digital should be the base media buy.

  • Marketing has two equally important jobs: converting existing demand and creating future demand.

  • Since reach is the foundation of marketing effectiveness, adding media grows reach and sales effect.

  • Adding AM/FM radio to a TV plus digital buy significantly grows reach.

  • The addition of digital to an existing AM/FM radio campaign increases reach.

  • The addition of AM/FM radio to an existing digital-only campaign causes reach to surge.

  • Versus other media plans, an AM/FM radio base plan with digital extensions drives the greatest market reach.

Latest Radio Stories

RAB, Borrell to Preview 2027 Digital Ad Outlook
Gordon Borrell
Gordon Borrell
RAB and Borrell Associates will examine what's driving digital revenue growth for radio stations and preview the 2027 advertising outlook in a live presentation Wednesday, November 18, at noon CT/1pm ET. The session, "Digital Progress Report for 2026 - What to Expect in 2027," is complimentary for RAB More

Bob Moore, Executive Who Shaped KLSX, Dies
Bob Moore
Bob Moore
Bob Moore, the Los Angeles radio executive who helped turn KLSX from Classic Rock into one of the country's top-billing FM Talk stations, died Tuesday, November 10, at Cedars-Sinai Medical Center in Los Angeles. A native of Oshkosh, WI, Moore oversaw KHTZ, KLSX and KRLA during his tenure with Greater More

SiriusXM Names William Twomey Chief Accounting Officer
SiriusXM
SiriusXM
Sirius XM Holdings has named William Twomey Senior Vice President and Chief Accounting Officer, effective December 1. The company disclosed the appointment in a Form 8-K dated November 13. Twomey will serve as SiriusXM's principal accounting officer. Twomey, 51, has served as More

Audacy Names Zach Gelb Brand Manager of 104.3 WQAM
Zach Gelb
Zach Gelb
Audacy has named Zach Gelb Brand Manager of Sports 104.3 WQAM in Miami, following the first anniversary of the station's FM launch. Gelb will oversee content strategy, talent, operations and branding, including flagship coverage of the Florida Panthers, Miami Heat, Miami Marlins and University of Miami More

iHeartMedia Denies Plans to Sell Podcast Business
iHeartMedia
iHeartMedia
iHeartMedia says it has no plans to sell its podcast business after Bloomberg reported that the company was exploring a sale of part or all of the operation to raise cash and bolster its share price. Bloomberg, citing people familiar with the matter, said iHeartMedia had held preliminary talks with More

Saga Q3 Revenue Falls 5.4% as Net Loss Widens
Saga Communications
Saga Communications
Saga Communications reported third-quarter net revenue of $26.7 million, down 5.4% from $28.2 million a year earlier. The company's net loss widened to $7.1 million from $532,000, primarily because of a $9.2 million noncash impairment charge on its FCC licenses. Saga attributed More

Return to Menu

Advertisement

Advertisement

Advertisement

Follow us on:

 RSS Facebook

Copyright © 1989-2026 RADIO ONLINE ®

Airchecks Databases Jobs Newsletters Promotions Radio News Ratings Show Prep Advertise Submissions Subscribe Contact Us