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.
These are ever changing times in radio. At Lyles Media, we believe that our behaviors are just as important as the results we achieve. Programming performance is a balance of essentials three essentials- Achieving Results, Helping Clients Succeed, and Living Our Programming/Marketing Mission & Values. Let’s get the conversation started. Email us or call us: (770)594.7171. We’d love to hear from you.
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