{"id":643371,"date":"2026-08-18T10:27:20","date_gmt":"2026-08-18T10:27:20","guid":{"rendered":"https:\/\/www.europesays.com\/ie\/643371\/"},"modified":"2026-08-18T10:27:20","modified_gmt":"2026-08-18T10:27:20","slug":"new-research-shows-how-am-fm-radio-boosts-media-plans-story","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ie\/643371\/","title":{"rendered":"New Research Shows How AM\/FM Radio Boosts Media Plans. | Story"},"content":{"rendered":"

Data taken from multiple sources during this past year \u2013 including Nielsen, Edison Research\u2019s \u201cShare of Ear\u201d report and MRI-Simmons \u2013 makes a strong case for AM\/FM radio when it comes to significantly improving the reach of any media plan, according to an analysis in Westwood One\u2019s blog<\/a>.<\/p>\n

\u201cGiven that reach is the most significant media sales driver, smart media planners need to identify strategies to grow campaign reach,\u201d Cumulus Media\/Westwood One Audio Active Group Chief Insights Officer Pierre Bouvard says. \u201cThe main way brands grow [is to] always aim to get more customers from all segments of the market. AM\/FM radio makes your media plan better with significant incremental reach.\u201d<\/p>\n

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Whether among persons 25-54 or 18-34, AM\/FM radio has the largest monthly reach of all media, with a commanding 86% reach of the former demographic and 81% for the latter. Ranking second in both demos is another audio medium, podcasts, ahead of TV, Facebook and YouTube.<\/p>\n

\u201cIf reach is the primary driver of media effectiveness, AM\/FM radio is the ideal addition to the media plan that targets persons 25-54,\u201d Bouvard says, while noting the medium\u2019s potentially surprising performance among younger listeners. \u201cThink AM\/FM radio is not up to the task of reaching 18-34s? Think again! AM\/FM radio leads all media for 18-34 monthly reach.\u201d<\/p>\n

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According to MRI-Simmons, AM\/FM radio generates significant incremental reach to social media platforms and YouTube. Adding AM\/FM results in a 34% greater reach to Facebook; 60% to Instagram, 112% to TikTok and 46% to YouTube.<\/p>\n

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A media plan adding AM\/FM radio to digital audio has the same effect, more than doubling the net reach from 32% to 72%. According to Edison\u2019s \u201cShare of Ear\u201d study of ad-supported audio, the combined persons 18+ daily reach of Pandora and Spotify is only 12% of Americans, with podcasts pushing that reach to 32%.<\/p>\n

\u201cIf you check the box on audio with just a digital audio buy, you\u2019ve missed two thirds of America,\u201d Bouvard says. \u201cAM\/FM radio reaches the 40% of Americans daily who are not reached by digital audio.\u201d<\/p>\n

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A Nielsen Audience Insights study shows that adding AM\/FM radio to a TV buy generates a significant boost in reach across the board: up 23% for persons 18+, 32% among 25-54, 45% for 18-49 and an impressive 65% among 18-34s.<\/p>\n

\u201cAM\/FM radio makes your TV better with stunning incremental reach growth,\u201d Bouvard says. \u201cThe younger the demo, the greater the incremental reach.\u201d<\/p>\n

What is it about AM\/FM radio that causes these notable lifts in consumer reach? \u201cAM\/FM radio\u2019s significant reach helps advertisers grow mental availability and create positive brand memories,\u201d Bouvard says. \u201cThe objective of advertising is to increase mental availability, the propensity of a brand to be noticed and thought of in buying situations.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Data taken from multiple sources during this past year \u2013 including Nielsen, Edison Research\u2019s \u201cShare of Ear\u201d report…\n","protected":false},"author":2,"featured_media":643372,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[264],"tags":[18,117,6282,19,17,337,5],"class_list":["post-643371","post","type-post","status-publish","format-standard","has-post-thumbnail","category-music","tag-eire","tag-entertainment","tag-free","tag-ie","tag-ireland","tag-music","tag-news"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@ie\/117116040853355412","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts\/643371","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/comments?post=643371"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts\/643371\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/media\/643372"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/media?parent=643371"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/categories?post=643371"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/tags?post=643371"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}