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

RADIO ONLINE | Monday, April 15, 2024 | 3:49pm CT

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.