How AM/FM Radio Elevates the Media Plan
Over the last ten years, a vast array of marketing science studies have documented how AM/FM radio advertising can build local businesses and national brands.
How does AM/FM radio generate such impressive business outcomes? AM/FM radio’s significant reach helps advertisers grow mental availability and create positive brand memories.
Ty Heath: The brand that’s remembered is the brand that is bought
The job of advertising to creative positive memories, reports Ty Heath at the B2B Marketing Institute: “The brand that’s remembered is the brand that is bought. The goal is not to create a lead, the goal is create a memory. Lead generation is short term. Memory generation is long term. Win the mind to win the market. Mind share equals market share.”
AM/FM radio makes your media plan better by increasing reach
How does AM/FM radio enhance media plans? A series of incremental reach studies from Nielsen, MRI-Simmons, and Edison Research reveal introducing AM/FM radio in media plans adds new, different consumers.
AM/FM radio is America’s number one mass reach media among persons 25-54
If reach is the primary driver of media effectiveness, AM/FM radio is the ideal addition to the media plan.
AM/FM radio leads all U.S. media in monthly reach. Surprisingly, podcasts, a very effective form of audio, rank number four in monthly reach just behind Facebook, beating YouTube.
Among 18-34s, AM/FM radio is America’s number one mass reach media
If your media plan targets the younger 18-34 demographic, one might think AM/FM radio would not be up to the task. Think again!
AM/FM radio leads all media for 18-34 monthly reach! Podcasts are a strong number two, surpassing YouTube, linear TV, Instagram, and Facebook.
AM/FM radio generates significant incremental reach to digital media platforms
MRI-Simmons reports adding AM/FM radio to digital media platforms generates impressive lifts in reach. AM/FM radio generates:
- +25% greater reach to Facebook
- +55% audience increase to Instagram
- 2X greater reach to TikTok
- +38% reach lift to YouTube
AM/FM radio elevates the entire media plan
An aggressive media plan with connected TV, digital, and TV generates a respectable monthly reach of 64%. A media plan is not complete without AM/FM radio.
According to Nielsen Media Impact, shifting just 10% of the connected TV, digital, and linear TV media plan to AM/FM radio generates an impressive 20% increase in reach for the same investment.