Study: AM/FM Radio Could Attract Light TV Viewers

• by Wayne Friedman , July 6, 2018

Traditional radio believes it can give TV advertisers better access to light TV viewers -- with higher campaign lift -- by allocating some of their media dollars to radio.

In its first Nielsen cross-media study, analyzing TV and AM/FM radio, network radio company Westwood One says that while light and non-TV viewers represent a large percentage of the TV audience, they represent only a small percentage of TV time spent and commercial impressions.

The study says that while light and non-TV viewers -- 18-49 -- represent 44% of the U.S, they only comprise 9% of total TV impressions.

With AM/FM radio reaches 90% of light viewers, a media buy on radio would make overall TV advertising plans more effective.  

Pierre Bouvard, Chief Insights Officer of Westwood One, tells Television News Daily: “Per Nielsen’s CommsPoint media-planning software, you can expect a 40% lift in campaign reach by allocating 20% of the TV budget to AM/FM radio.”

Light TV viewers run across all demographic groups, including young viewers: 44% of those 12-17 represent only 9% of total TV commercial impressions; with AM/FM radio reaching 88% of this demographic; and 45% of persons 18-34 viewers represent only 7% of total TV commercial impressions, with radio reaching 89%.

Among older TV viewers, 44% of those 25-54 comprise only 10% of TV commercial impressions -- with radio reaching 92% of this audience -- and 41% of those 55 years and older totaling 17% of TV commercial impressions. Radio reaches 93% of this group.

The research says that among Nielsen-defined heavy TV users, those 18-49 are 17% of the U.S. and represent half of all TV impressions.

The study used a Nielsen 80,000-person Portable People Meter panel measuring TV and AM/FM radio audiences, which looked at TV time spent among heavy TV viewers, as well as light and non-TV viewers.