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

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

Cumulus Promotes Kathy Brown to VP/Urban Formats

Kathy Brown

Cumulus Media has promoted Kathy "KB" Brown to Vice President of Urban Formats, expanding her responsibilities to include programming oversight for the company's 40 Urban-formatted radio stations nationwide. The promotion is effective immediately. In her new role, Brown will serve as a senior programming More

Christy Tanner Exits NYPR as CEO After 8 Months

Christy Tanner

New York Public Radio (NYPR) President and CEO Christy Tanner has stepped down after just eight months leading the public media organization. The NYPR Board of Trustees has established a three-member interim leadership team while conducting a search for her successor. Tanner joined NYPR in February 2026, More

Civic Media to Acquire 16 Signals in Iowa, Illinois

Civic Media

Civic Media, Inc. has reached an agreement to acquire 16 radio signals in Iowa and Illinois from Pritchard Broadcasting Corp., Titan Broadcasting, LLC and Galesburg Broadcasting Company. An application seeking approval of the transaction will be filed with the FCC. Financial terms of More

DeVaughn Launches ''The Garden of Love'' Show

Raheem DeVaughn

Reach Media and Radio One have launched "The Garden of Love," a new nighttime radio program hosted by Grammy Award-winning R&B artist Raheem DeVaughn. The show debuted Monday, October 12, and airs Sunday through Thursday from 7pm to midnight on WMMJ-FM (Majic 102.3) in Washington, DC. The program More

Louisville Public Media Names Two Staffers, Promotes One

Louisville Public Media (LPM)

Louisville Public Media (LPM) has announced two new staff appointments and an internal promotion as part of its efforts to strengthen local journalism, community engagement and fundraising operations across Greater Louisville and Southern Indiana. Krystal Goodner has been named More

MIW Opens Applications for Digital Sales Mentorship

Mentoring and Inspiring Women in Radio (MIW) Digital Sales Mentorship

Mentoring and Inspiring Women in Radio (MIW) has announced the return of its Digital Sales Mentorship Program for a third year, offering women working in radio and digital media sales an opportunity to develop their digital expertise and leadership skills. Applications for the 2027 program are being accepted More

Return to Menu

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

Latest Radio Stories

Follow us on:

Copyright © 1989-2026 RADIO ONLINE ^®

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

Latest Radio Stories

Follow us on:

Copyright © 1989-2026 RADIO ONLINE ®

Copyright © 1989-2026 RADIO ONLINE ^®