WWO: Nielsen Shows AM/FM Radio Improves Ad Campaign Reach
This week’s Cumulus Media | Westwood One Audio Active Group blog looks at a Nielsen analysis of the reach of media plans – specifically those that are rooted heavily in Linear TV with the addition of CTV (connected TV) and digital in the mix. No matter how much CTV and digital spend was added in place of dollars taken from Linear TV, reach did not increase. The blog post says, “Regardless of the size of your
media budget, adding AM/FM radio to a digital/TV plan sharply builds reach. Via Nielsen Commspoint, the media allocation planning tool, a wide range of monthly digital/TV media plans were examined. Very small, light, medium, and heavy campaigns were examined. The lightest digital/TV campaign reached 10% of the market. The heaviest reached 60%. Then a 20% allocation of AM/FM radio was introduced. The results were stunning. Across the seven monthly campaigns, from the lightest to the heaviest, the addition of AM/FM radio generated significant lifts in reach. Shifting 20% of the lightest TV/digital campaign to AM/FM radio caused reach to double. Introducing the 20% allocation of AM/FM radio to medium-sized campaigns causes reach to soar by 36% to 55%. Even the heaviest TV and digital campaign saw reach grow 20% with the addition of AM/FM radio to the plan.” Read the full blog post here.
Beasley Media Group the advantage of offering their local advertising partners instant and affordable video creative that overcomes traditional barriers to video advertising… The pact with Beasley Media Group is Waymark’s first major step into radio, following recent national video deals with both Spectrum Reach and Gray Television stations. With 
the rise of connected TV and free ad-supported streaming TV channels, this opens a host of new marketing opportunities for local advertisers. Beasley’s local sales teams are already using Waymark to win small business clients by providing customized sample creative for CTV and digital opportunities.” Beasley Media Group VP of operations Kevin Rich comments, “Local advertisers are looking for more effective and cost-efficient ways to stand out and attract customers across multiple media platforms. Our partnership with Waymark allows us to help local advertisers accomplish this goal and maximize the audience that will see and hear their message.”