Study Shows Why Radio And Digital Should Be A Base Buy

While local advertisers have a lot of different marketing options, a new analysis from Nielsen reveals that the most effective media plan consists of a base buy of AM/FM radio and digital solutions.

This week’s Cumulus Media | Westwood One Audio Active Group® blog examines how advertising works and why AM/FM radio and digital should be the base media buy.

• Marketing has two equally important jobs: converting existing demand and creating future demand.
• Since reach is the foundation of marketing effectiveness, adding media grows reach and sales effect.
• Adding AM/FM radio to a TV + digital buy significantly grows reach.
• The addition of digital to an existing AM/FM radio campaign increases reach.
• The addition of AM/FM radio to an existing digital-only campaign causes reach to surge.
• Versus other media plans, an AM/FM radio base plan with digital extensions drives the greatest market reach.