Ten Percent AM/FM Radio Listening Growth Expected

RADIO ONLINE | Monday, October 7, 2024

Cumulus Media and Westwood One

In a series of private meetings with customers, Nielsen has revealed potential plans to enhance the way it generates average quarter-hour audiences in the 48 markets which utilize the Portable People Meter. Crediting to AM/FM radio listening in local PPM markets will increase by 24%. For national marketers and media agencies, the expected impact in 2025 will be a 10% rise in total U.S. listening levels. This week's Cumulus Media | Westwood One Audio Active Group blog examines the implications for AM/FM radio.

• The trend of AM/FM radio surpassing TV in ratings will accelerate: Over the last five years, AM/FM radio has overtaken linear TV in ratings. Based on TV and AM/FM radio audience forecasts, 2025 will see AM/FM radio overtake TV in the all-important 25-54 demographic by 13% and widen its ratings lead over TV among 18-49s by 47%.

• 2025 post-buy analyses will overachieve 2024 media plans: In PPM markets, expect up to 24% increases in audience deliveries based on prior year schedules. For local buys, outcomes will vary by demographic, markets utilized, and AM/FM radio programming format mix.

• AM/FM radio, already America's number one mass reach media, will experience reach growth in advertising schedules: With an estimated daily reach growth of 7% and weekly week growth of 4%, reach and frequency analyses are expected to experience growth.

• AM/FM radio ads will become more effective as stations increase the number of commercial breaks with shorter durations: With a 3-minute quarter hour qualification, stations could create more breaks of shorter duration. This will significantly benefit advertisers.