Here’s How AM/FM’s Increased Reach Enhances Your Media Plan.

The latest entry from the Cumulus Media | Westwood One Audio Active Group blog lays out a few facts as to why adding AM/FM radio to a media mix is a smart idea.

Not only is AM/FM the No. 1 mass reach media for those 25-54 years of age, but it’s also tops for those 18-34. Other key points include that AM/FM generates significant incremental reach to social media platforms and YouTube, with podcasts and AM/FM the primary drivers of audio reach.

In short, AM/FM radio makes TV better, elevating the entire media plan with significant incremental reach.

Pierre Bouvard, Chief Insights Officer for Cumulus Media and Westwood One and the author of the blog post, cites “66 Ways To Screw It Up: How Not to Plan,” which Bouvard calls the “most useful marketing strategy book ever written.”

“The single most important factor driving brand preference is ‘mental availability’: how well known a brand is, and how easily it comes to mind,” authors Les Binet and Sarah Carter explain. “Brands with low mental availability tend to struggle, rejected in favor of more familiar rivals. Or not considered in the first place. Brands with high mental availability don’t have to push so hard to sell, so tend to have higher market shares and better margins.”

Bouvard’s blog post lists seven key ways that AM/FM radio elevates a media plan by increasing reach:

1. AM/FM radio is America’s No. 1 mass reach media among those 25-54.

“If reach is the primary driver of media effectiveness, AM/FM radio is the ideal addition to the media plan that targets persons 25-54, Bouvard writes. “AM/FM radio leads all U.S. media in monthly reach according to Nielsen, Edison, and MRI Simmons. Surprisingly, podcasts, a very effective form of audio, rank number four in total U.S. monthly reach just behind Facebook, beating YouTube.”

2. It’s also America’s No. 1 mass reach media for those 18-34.

Podcasts are a strong No. 2, ahead of YouTube, linear TV, Instagram and Facebook.

3. AM/FM radio generates significant incremental reach to social media platforms.

According to MRI-Simmons, adding AM/FM radio to social media platforms generates substantial lifts in reach. AM/FM radio generates 25% greater incremental reach to Facebook; a 55% audience increase to Instagram; and twice greater reach to TikTok.

4. AM/FM radio generates incremental reach to YouTube.

MRI-Simmons says adding AM/FM radio to YouTube generates a +38% lift in incremental reach.

5. Podcasts and AM/FM are the primary drivers of audio reach.

“Edison’s ‘Share of Ear’ study of ad-supported audio reveals the combined persons 18+ daily reach of Pandora and Spotify is only 12% of Americans,” Bouvard writes. “Adding podcasts causes reach to surge to 29%. The introduction of AM/FM radio lifts daily reach to 74%.”

AM/FM also reaches the 45% of Americans daily who are not reached by digital audio.

6. AM/FM radio makes your TV better.

“A Nielsen Media Impact analysis of a CPG brand’s TV campaign reveals the overlay of AM/FM radio generates significant increases in reach,” Bouvard writes. “The younger the demographic, the greater the lift in reach produced by AM/FM radio.”

Overall, AM/FM radio increased reach for the CPG brand among those 18 and older by 51%. For those 18-24, AM/FM radio tripled the TV reach. Among those 25-34, AM/FM radio lifted reach by 2.5X. Among those 35-44, AM/FM radio doubled reach. Among adults 45-54, the overlay of AM/FM radio increased TV reach by 54%.

7. AM/FM radio elevates the entire media plan.

According to the blog post, a pharmaceutical brand’s media plan — with TV, display, paid social, print, digital video, out of home, and streaming audio — generated a monthly reach of 38%. Nielsen Media Impact says shifting just 10% of the brand’s media plan to AM/FM radio generated a 33% increase in reach. The campaign reach surged from 38% to 50% with the same investment.

A video summary of Bouvard’s presentation can be viewed HERE.